haku: @indexterm marketing / yhteensä: 4535
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Tekijä:Hanna, S.
Rowley, J.
Otsikko:Towards a strategic place brand-management model
Lehti:Journal of Marketing Management
2011 : MAY, VOL. 27:5-6, p. 458-476
Asiasana:marketing
brands
management
models
Vapaa asiasana:place branding
Kieli:eng
Tiivistelmä:This paper develops a multi-level conceptual model of strategic place brand management in order to support managers in including a holistic approach to place brand management. The following components are included for attention and activity: place brand evaluation, brand infrastructure relationships, including infrastructure and stakeholder engagement, place brand articulation and brand communications. The model identifies the influences and action processes btw. these components etc.
SCIMA tietueen numero: 276371
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