City Branding and Promotion: The Strategic Approach

1st Edition

Waldemar Cudny

Routledge
Published May 2, 2019
Reference - 186 Pages - 26 B/W Illustrations
ISBN 9781138488106 - CAT# K349650
Series: Routledge Contemporary Perspectives on Urban Growth, Innovation and Change

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Summary

This book explores theoretical concepts of strategic promotion and place branding in cities. It outlines the issues associated with strategic management of urban territories and highlights various types of development strategies that seek to encourage socio-economic development, growth and city branding, particularly within the tourism industry. It examines the rules and methods for analysing the current branding of a city and how new branding and promotion strategies are created. Through a range of international examples the book considers the missions, aims and implementation of branding strategies and the importance of monitoring and controlling procedures. The first part of the book provides theoretical context, followed by a detailed exploration of the promotional and branding strategy prepared for the city of Tomaszów Mazowiecki in Poland.

This book provides the reader with theoretical and practical insights on city branding and will appeal to scholars and students in urban studies, geography, tourism, management and economics.

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