Strategic City Branding - Insights From Asian Cities

Strategic City Branding: Insights from Asian Cities brings together concepts, case studies, and strategic management tools for effective city branding. This volume is an essential resource for city branding and marketing practitioners, postgraduate students beginning their research, and undergraduate students new to the topic.

List of contents

1. City Branding: A Strategic Imperative 2. City Brand Organisation 3. City Brand Vision 4. City Brand Position 5. City Brand Execution 6. City Brand Evaluation 7. Epilogue

About the author

Viriya Taecharungroj is Associate Professor of Marketing at Mahidol University International College (MUIC), Thailand, with a Full Professorship pending royal bestowment. He also holds the position of Senior Fellow at the Institute of Place Management, Manchester Metropolitan University, and serves as an Associate Editor for the Journal of Place Management and Development. His research primarily explores place marketing, place branding, and place analytics.

Summary

Strategic City Branding: Insights from Asian Cities brings together concepts, case studies, and strategic management tools for effective city branding. This volume is an essential resource for city branding and marketing practitioners, postgraduate students beginning their research, and undergraduate students new to the topic.

Product details

• Authors: Viriya Taecharungroj
• Publisher: Taylor & Francis Ltd.
• Languages: English
• Product format: Hardback
• Released: 31.01.2025
• EAN: 9781032958989
• ISBN: 978-1-0-3295898-9
• No. of pages: 152
• Subjects: Natural sciences, medicine, IT, technology > Geosciences > Geography; Social sciences, law, business > Business > Advertising, marketing; Business & Economics / General, Market research, BUSINESS & ECONOMICS / Marketing / General, BUSINESS & ECONOMICS / Marketing / Research, BUSINESS & ECONOMICS / Urban & Regional, Urban & municipal planning, Civil engineering, surveying & building, Urban and municipal planning and policy, Tourism industry, Retail and wholesale industries, Civil engineering, surveying and building