International Place Branding Yearbook 2010: Place Branding in the New Age of Innovation

Hardcover | December 15, 2010

byFrank Go, Robert Govers

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The Place Branding Yearbook 2010 examines the case for applying brand and marketing strategies and tactics to the economic, social, political and cultural development of places such as communities, villages, towns, cities, regions, countries, academic institutions and other locations to help them compete in the global, national and local markets.

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The Place Branding Yearbook 2010 examines the case for applying brand and marketing strategies and tactics to the economic, social, political and cultural development of places such as communities, villages, towns, cities, regions, countries, academic institutions and other locations to help them compete in the global, national and loc...

FRANK GO is Professor and Director of the Centre for Tourism Management at the Rotterdam School of Management (RSM), Erasmus University. Prior to his present post he served within business faculties at universities in Canada and Hong Kong. His research focus is on marketing strategy, destination images& brand identity, ICT and innovat...

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Format:HardcoverDimensions:256 pages, 9.57 × 6.34 × 0.84 inPublished:December 15, 2010Publisher:Palgrave MacmillanLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0230279546

ISBN - 13:9780230279544

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Extra Content

Table of Contents

Introduction and Organization, Frank Go& Robert Govers
Part 1 section of chapters on multidisciplinary perspectives
An Organizational Perspective on Space and Place Branding, Stewart Clegg and Martin Kornberger
A Political Perspective on Place Branding, Simon Anholt 
Place Marketing as Politics: The limits of Neo-liberalism, Aram Eisenschitz
Knowledge Theory Perspective on Place Branding, David Snowden
Country Images: Why they influence consumers, Peeter Verlegh
Part 2 section of chapters on individual place case studies
Case A: The Role of Nokia in Branding Finland: Companies as vectors of nation branding, Ulla Hakala, Arja Lemmetyinen and Juergen Gnoth
Case B: Branding Nonmetropolitan Illinois, Adee Athiyaman& Chris Merrett 
Case C: Creating Desert Islands: Abu Dhabi, Geert Reitsma& Stephen E. Little
Case D: In the shadow of Bangalore - Place branding and identity for Chennai, Stephen E. Little 
Case F: Public Private Partnership to foster Science, Higher Education and Innovation: The Case of Switzerland with swissnex Boston, Marc Fetscherin& Pascal Marmier
Part 3 section of chapters on 'Future Evolution of Place Branding' 
Social Media and Immersive Worlds: Why international place branding doesn't get weekends off, Joshua Fouts
E-Branding of Places, Robert Govers& Frank Go
News Coverage of Foreign Place Brands: Implication for communication, Roland Schatz & Christian Kolmer
Place Branding and Intellectual Property, Antonio Russo and Giovanna Segre
Website Analysis: Brand Africa, Jeroen van Wijk, Frank Go & Robert Govers
Orchestrating the innovation process of place branding, Murthy Halemane& Felix Janszen

Editorial Reviews

"This is a valuable and wide-ranging volume which will be of great interest to practitioners and scholars of place branding alike." –Nicholas J. Cull, Professor of Public Diplomacy, University of Southern California. "In order to advance the field of place branding, a much stronger multidisciplinary approach is required than has occurred to date. The intellectual bridging between different fields provided by this book represents an important step in embracing that multidisciplinary perspective." –Keith Dinnie, Associate Professor of Business, Temple University Japan"This book has captured the heart of the theoretical and practical aspects of place branding as a strategic component of business today. Go and Govers have managed to succinctly present the various facets of this topic in a cohesive, logical and comprehensive manner. They have brought together key scholars and thinkers in the field and produced the most up-to-date scenario of the state of research and practice." –TC Melewar, Professor of Marketing and Strategy, Zurich University of Applied Sciences