This book integrates new thinking on the image, marketing, and
branding of places at all levels, from town squares to cities and
countries, and of the products and peoples associated with them,
thereby bridging the 'country' and 'place' silos in place-related
research and practice. Insightful contributions from top scholars
reflect fresh theorizing and provide a critical appraisal of
conventional wisdom by juxtaposing intriguing contexts, questioning
commonplace practices, and challenging methodologies and
theoretical assumptions. Chapters explore interdependencies among
residents, visitors, brand managers, and consumers; image effects
of place and social identity, cross-border acquisitions, popular
culture exports, and sporting mega-events; country-of-origin
research, cross-cultural consumer behaviour, international
marketing, destination branding, and brand modelling; and
cutting-edge methodological approaches and managerial best
practices in place marketing. The book's interdisciplinary know-how
and approach makes it an invaluable and comprehensive reference for
researchers, managers, consultants, and students alike, in areas
from marketing, place management, international business, and
tourism to communications, social psychology, urban geography, and
regional economics.
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