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電子書籍詳細


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Inclusive Place Branding : Critical Perspectives on Theory and Practice

1

(Routledge Studies in Critical Marketing)

Karavatzis, Mihalis (EDT)   Giovanardi, Massimo (EDT)   Lichrou, Maria (EDT)

Routledge 2017/11
出版国: GB
ISBN: 9781138659247
eISBN: 9781317216711
KNPID: EY00199309
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Full Description

Place branding is often a response to inter-place competition and discussed as if it operated in a vacuum, ignoring the needs of local communities. It has developed a set of methods – catchy slogans, colourful logos, ‘star-chitects’, bidding for City of Culture status etc. – that are applied as quick-fix solutions regardless of geographical and socio-political contexts.

Critical views of place branding are emerging which focus on its unexplored consequences on the physical and social fabric of places. These more critical approaches reveal place branding as an essentially political activity, serving hidden agendas and marginalizing social groups. Scholars and practitioners can no longer ignore the need for more responsible and socially sensitive approaches to cater for a wider range of stakeholders, and which fully acknowledge the importance of resident participation in decision-making.

The contributions in this innovative book set out to introduce new critical ways of thinking around place branding and practices that encourage it to be more inclusive and participatory. It will be of interest to researchers and advanced students of branding, critical marketing, and destination marketing as well as critical tourism and environmental design.

Table of Contents

Table of Contents

Notes on contributors

FOREWORD: The politics of event-led urban image construction: notes from Beijing and Rio de Janeiro by Anne-Marie Broudehoux

1. Introduction by Maria Lichrou, Mihalis Kavaratzis and Massimo Giovanardi

2. Democracy in participatory place branding: a critical approach by Eva Maria Jernsand and Helena Kraff

3. Critical perspectives on Aboriginal and Torres Strait Islander tourism: towards Indigenous-led approaches by Skye Akbar and Freya Higgins-Desbiolles

4. Place marketing for social inclusion by Aram Eisenschitz

5. A service ecosystem approach to representing a place’s unique brand by Jan Brown

6. Spaces of identity in the city: embracing the contradictions by Cecillia Cassinger and Åsa Thelander

7. Revitalizing the damaged brand: place (re)branding in post-Katrina New Orleans by Kevin Fox Gotham and Katie Irvin

8. Maps and tours as metaphors for conceptualising urban place representation for marketing/branding purposes by Gary Warnaby, Richard Koeck and Dominic Medway

9. Brand conformity in a food place context by Anette Therkelsen

10. Stockholm: the narcissistic capital of Sweden by Johan Gromark

11. A branding stranglehold: the case of Florida’s orange tie by Staci M. Zavattaro and Daniel L. Fay

12. Place branding as political research: from hidden agenda to a framework for analysis by Andrea Lucarelli

13 Conclusions: inclusive place branding – towards an integrative research agenda by Massimo Giovanardi, Maria Lichrou and Mihalis Kavaratzis

CLOSING COMMENTARY: between brand utopias and lived experience by Nadia Kaneva