Place branding as an academic field is both challenging and under
explored. In the face of an ever-expanding global urban population,
this Handbook illustrates how place branding can contribute to
transforming urban agglomeration into sustainable and healthy
areas. The Chapters cover four key areas; place branding as a tool
for economic development, experiences of place making,
methodologies to develop place brands, and urban regeneration.
Pioneering experts provide in-depth analysis on the politics and
significance of place branding's inclusion in economic development
programs, the multisensory dimensions of sense of place, and new
epistemologies and methodologies for research. They further examine
the role of place marketing in combatting challenges for future
cities such as mobility, aesthetics and metropolitan conurbation.
Students and scholars in management, marketing and economics will
find this innovative and contemporary Handbook a must read.
Eminently practical, it will also benefit policy makers and place
planners, alongside consultants on public policies. Contributors:
E. Arnould, G.J. Ashworth, S. Askegaard, S. Brown, A. Campelo, D.
Kjeldgaard, M. Lichrou, D. Medway, K. O'Leary, L. O'Malley, E.
Oliveira, C.J. Parker, C. Pasquinelli, M. Patterson, H.D. Pedersen,
K. Swanson, A. Therkelsen, G. Warnaby
General
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