Balancing Image and Substance
E-Book, Englisch, 185 Seiten, eBook
ISBN: 978-1-137-39451-4
Verlag: Palgrave Macmillan US
Format: PDF
Kopierschutz: Wasserzeichen (»Systemvoraussetzungen)
In Place Branding through Phases of the Image, Zavattaro explains how city promotional strategies can take the place of corporate governance structures through phases of the image. She examines how city government entities are undertaking place branding practices, with the realization that relying too much on image rather than a balance between image and substance has serious implications for democratic, collaborative governance. This book creates a workable framework that simultaneously serves as a cautionary tale for building a promotional campaign focused exclusively on image.
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Weitere Infos & Material
1. Utilizing Philosophy in Place Branding 2. Laying the Foundations 3. Putting it All Together: The Framework 4. Examples in Practice 5. Implications of the Framework 6. A Guide for Managers