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Books > Earth & environment > Geography > Human geography
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A Research Agenda for Place Branding (Paperback)
Loot Price: R1,071
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A Research Agenda for Place Branding (Paperback)
Series: Elgar Research Agendas
Expected to ship within 12 - 17 working days
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Elgar Research Agendas outline the future of research in a given
area. Leading scholars are given the space to explore their subject
in provocative ways, and map out the potential directions of
travel. They are relevant but also visionary. This cutting-edge
Research Agenda for Place Branding explores ideas and debates that
inform a refreshing take on the future of place branding and
marketing. It argues that we are at a juncture where the logical
and sensible step is to push the 'reset button' on such activity
and fully reconsider its purpose and goals. Chapters span a range
of important themes in contemporary place branding and are
organised into sections covering place branding governance,
contexts, experience and creativity. Drawing on contributions from
key international scholars across a variety of academic
disciplines, the book showcases an interplay of oppositional
perspectives - ranging from those who see place branding as a
potential means of improving the economic vitality of places, to
others who consider much existing place branding activity
exclusionary to certain sectors of society. Providing a wealth of
creative and innovative suggestions on how place branding can be
done, thought about and researched differently in the future, this
Research Agenda will be a key resource for research-oriented
academics and students in marketing, geography, planning and
tourism.
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