Eduardo Oliveira - Böcker

This Encyclopedia presents a comprehensive overview of the dynamic field of city and place branding. Authored by nearly 150 experts from across the globe, it covers a wide variety of disciplines, methodologies and perspectives, highlighting cutting-edge developments and exploring avenues for future research.Entries discuss the complexities and opportunities surrounding city and place branding, delving into topics ranging from artificial intelligence and immersive digital experiences to integrated marketing communication and the interplay of politics and culture. Emphasising the growing role of sustainability and responsible tourism, contributing authors underscore the potential of place branding in addressing ongoing social and environmental challenges.Key Features:Over 100 entries written by leading scholars and practitionersCombines detailed theoretical discussions with case studies, field research and practical applicationsExpands the boundaries of the field beyond the traditional focus on cities, with entries examining the branding of clusters, destinations, islands and rural areasThis interdisciplinary Encyclopedia is a vital resource for students and scholars of marketing, tourism, human geography and planning. Its recommendations will also benefit policymakers and practitioners looking to deepen their understanding of city and place branding.