Urban events, place branding and promotion[electronic resource] :place event marketing
- 其他作者: Cudny, Waldemar.
- 出版: Milton Park, Abingdon, Oxon ;New York, NY : Routledge 2020.
- 稽核項: 1 online resource.
- 叢書名: Routledge contemporary perspectives on urban growth
- 標題: City promotion. , Marketing. , Special events , Electronic books. , Place marketing. , Special events Marketing.
- ISBN: 1138354392 , 9781138354395
- 試查全文@TNUA:
- 摘要: "Urban Events, Place Branding and Promotion explores the phenomenon of place event marketing, examining the ways in which events are used to brand and disseminate information about a place. It provides a novel contribution to the literature, capturing the growing interest in place promotion, and offers in-depth insights on the role of events. With a focus on urban locations, this book defines the scope and concept of place event marketing. It demonstrates that different kinds of events, for leisure and business, can be used to successfully develop, promote, and brand different types of places. Individual chapters written by a variety of leading academics explore how various public and non-governmental institutions that deal with promotion and marketing communications of places can implement event marketing activities, and how such institutions organize, co-organize and sponsor different events. The effects of event marketing activities onurban place promotion and branding are thoroughly explored through a variety of international empirical case studies. This will be of great interest to upper-level students and researchers in Events Marketing and Management, Tourism and thebroader field of Urban Geography. The concluding chapter also proposes future research directions"--
- 電子資源: https://dbs.tnua.edu.tw/login?url=https://www.taylorfrancis.com/books/9780429424847
- 系統號: 005331203
- 資料類型: 電子書
- 讀者標籤: 需登入
- 引用網址: 複製連結
Urban Events, Place Branding and Promotionexplores the phenomenon of place event marketing, examining the ways in which events are used to brand and disseminate information about a place. It provides a novel contribution to the literature, capturing the growing interest in place promotion, and offers in-depth insights on the role of events. With a focus on urban locations, this book defines the scope and concept of place event marketing. It demonstrates that different kinds of events, for leisure and business, can be used to successfully develop, promote, and brand different types of places. Individual chapters written by a variety of leading academics explore how various public and non-governmental institutions that deal with promotion and marketing communications of places can implement event marketing activities, and how such institutions organize, co-organize and sponsor different events. The effects of event marketing activities on urban place promotion and branding are thoroughly explored through a variety of international empirical case studies. This will be of great interest to upper-level students and researchers in Events Marketing and Management, Tourism and the broader field of Urban Geography. The concluding chapter also proposes future research directions.
來源: Google Book
來源: Google Book
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