Contemporary approaches of the scientific theory of place marketing : place branding in globalized conditions and economic crisis
著者
書誌事項
Contemporary approaches of the scientific theory of place marketing : place branding in globalized conditions and economic crisis
（Business economics in a rapidly-changing world series）
Novinka, c2013
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注記
Includes index
内容説明・目次
内容説明
The contemporary economic crisis is one of the biggest in the global economy and has been forcefully applied to the real economy, revolting in a deep recession. Globalisation has in turn contributed to the faster transmission of the problem from country to country. This crisis disproportionally affects countries with small and medium development but also the medium and low social layers and small and medium entrepreneurship within countries. The stability of employment has fallen apart. The consequences of the economic crisis has brought out systemic problems and distortions in different sectors of productive activity; local communities and prefectures are examples of places in which, experience these consequences. The power of brands of significant value, and businesses at the global level, have also collapsed. The economic crisis also creates huge problems for the tourism sector which mainly consists of small and medium enterprises in southern European countries. This resulted in the tourist agents becoming unable to accommodate their customers' needs. This monograph consists of a useful tool for other and future researchers but also for the local communities of various regions in order to be able to design a real exit from the crisis.
目次
- Preface
- Places & Regions in the Horizon of Globalization & Economic Crisis
- Marketing & Place Marketing at the Forefront of New Conditions of Economic Recession & Crisis in Search for a New Role
- Methodological Approaches
- Place Identity/National Identity: The Image of the Place & Place Brand
- External Public/Tourism & Tourism Behavior: Defining Experience
- The Role of the Imagined Community in Place Marketing
- The Role of Synergies & Local Networks for Place Branding & Place Marketing
- The Use of New Technologies for the Creation of an E- Place Brand & E-Place Marketing
- The New Role of the Public Sector: Negotiating the Concept of the Public Interest to the New Conditions as a Basic Pole of a Strategic Plan for Place Branding-Place Marketing
- Proposition for the Future: A Model of Systemic Approach of the Strategic Design of Place Marketing & Place Branding
- References
- Index.
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