Place Branding through Phases of the Image is popular PDF and ePub book, written by S. Zavattaro in 2014-08-07, it is a fantastic choice for those who relish reading online the Business & Economics genre. Let's immerse ourselves in this engaging Business & Economics book by exploring the summary and details provided below. Remember, Place Branding through Phases of the Image can be Read Online from any device for your convenience.
Place Branding through Phases of the Image Book PDF Summary
As places face increased competition for human and capital resources, public managers turn toward corporate-like governance strategies and branding practices to shape places and organizations. However, for better or worse, these organizations begin to resemble highly competitive, private-sector public relations and marketing firms. Place branding is taking hold within many organizations, including city governments, yet very few scholars take a public administration approach when exploring the causes and effects of branding practices. In Place Branding through Phases of the Image, Zavattaro explains how city promotional strategies can take the place of corporate governance structures through phases of the image. She examines how city government entities are undertaking place branding practices, with the realization that relying too much on image rather than a balance between image and substance has serious implications for democratic, collaborative governance. This book creates a workable framework that simultaneously serves as a cautionary tale for building a promotional campaign focused exclusively on image.
Detail Book of Place Branding through Phases of the Image PDF
- Author : S. Zavattaro
- Release : 07 August 2014
- Publisher : Springer
- ISBN : 9781137394514
- Genre : Business & Economics
- Total Page : 156 pages
- Language : English
- PDF File Size : 11,5 Mb
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