Urban events, place branding and promotion [electronic resource] : place event marketing / edited by Waldemar Cudny.
- 其他作者：
- 出版： Milton Park, Abingdon, Oxon ;New York, NY : Routledge 2020.
- 叢書名： Routledge contemporary perspectives on urban growth
- 主題： City promotion. , Place marketing. , Special events--Marketing. , Electronic books.
- ISBN： 9780429424847 (electronic bk.) 、 0429424841 (electronic bk.) 、 9780429756221 (electronic bk.) 、 0429756224 (electronic bk.) 、 9780429756207 (electronic bk.) 、 0429756208 (electronic bk.) 、 9780429756214 (electronic bk.) 、 0429756216 (electronic bk.) 、 9781138354395
- URL：
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- 系統號： 000306581 | 機讀編目格式
館藏資訊
"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 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"--
摘要註
"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"--