Strategic City Branding

Auteur

Viriya Taecharungroj is Associate Professor of Marketing at Mahidol University International College (MUIC), Thailand, with a Full Professorship pending royal bestowment. He also holds the position of Senior Fellow at the Institute of Place Management, Manchester Metropolitan University, and serves as an Associate Editor for the Journal of Place Management and Development. His research primarily explores place marketing, place branding, and place analytics.

Texte du rabat

Strategic City Branding: Insights from Asian Cities brings together concepts, case studies, and strategic management tools for effective city branding. This volume is an essential resource for city branding and marketing practitioners, postgraduate students beginning their research, and undergraduate students new to the topic.

Résumé
Strategic City Branding: Insights from Asian Cities brings together concepts, case studies, and strategic management tools for effective city branding. This volume is an essential resource for city branding and marketing practitioners, postgraduate students beginning their research, and undergraduate students new to the topic.

Contenu

1. City Branding: A Strategic Imperative 2. City Brand Organisation 3. City Brand Vision 4. City Brand Position 5. City Brand Execution 6. City Brand Evaluation 7. Epilogue