City Branding and Promotion: The Strategic Approach

1st Edition

Waldemar Cudny

Routledge
May 17, 2019 Forthcoming
Reference - 224 Pages - 26 B/W Illustrations
ISBN 9781138488106 - CAT# K349650
Series: Routledge Studies in Urbanism and the City

USD$140.00

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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 Tomaszow 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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