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From city marketing to city branding
Michalis Kavaratzis
eBook Edition: 2004

In this paper, city branding is suggested as the appropriate way to describe and implement city marketing. City marketing application is largely dependent on the construction, communication and management of the city’s image, as it is accepted that encounters with the city take place through perceptions and images. Therefore the object of city marketing is the city’s image, which in turn is the starting point for developing the city’s brand. The most appropriate concept to understand marketing applicability within cities is the recently developed concept of corporate branding, which with the necessary modifications is applied to cities. (From Author)

eBook Contents

Introduction - From City Marketing To City Branding - Corporate Brands - City Brands - The Theoretical Framework - Why City Branding?

eBook License: Copyrighted (Personal Use Only from Imagian)

Free PDF eBook - 405 Kb - 16 Pages