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020			_a1848442424 _q(hardback)
020			_a9781848442429 _q(hardback)
040			_aDLC _beng _cDLC _dUKM _dYDXCP _dBWK _dCDX _dC#P _dBWX _dHEBIS _dRRP _dUKMGB _dUN@
082	0	4	_a658.8 _bT737 2010
245	1	0	_aTowards effective place brand management : _bbranding European cities and regions / _cedited by Gregory Ashworth, Mihalis Kavaratzis.
264	3	1	_aCheltenham, UK ; _aNorthampton, MA : _bEdward Elgar, _cc2010.
300			_axiv, 279 páginas : _bilustraciones ; _c24 cm.
336			_atexto _btxt _2rdacontent
337			_ano mediado _bn _2rdamedia
338			_avolumen _bnc _2rdacarrier
504			_aIncluye bibliografía (p. 240-268).
505	0		_a1. Place Branding: Where Do We Stand? / Mihalis Kavaratzis and Gregory Ashworth -- 2. Place Branding Theory: A Cross-domain Literature Review from a Marketing Perspective / Graham Hankinson -- 3. Is Corporate Branding Relevant to Places?/ Mihalis Kavaratzis -- 4. Place Marketing, Local Identity and Branding Cultural Images in Southern Europe: Nea Ionia, Greece and Pafos, Cyprus / Alex Deffner and Theodore Metaxas -- 5. Branding Madrid: From ´Madrid Global´ to ´Global Madrid´ / María Cristina Mateo and Gildo Seisdedos -- 6. Managing Otherness: The Political Economy of Place Images in the Case of Tuscany / Nicola Bellini, Anna Loffredo and Cecilia Pasquinelli -- 7. Place-making or Place Branding? Case Studies of Catalonia and Wales Assumpció / Huertas Roig, Annette Pritchard and Nigel Morgan -- 8. Branding Aalborg: Building Community or Selling Place? / Anette Therkelsen, Henrik Halkier and Ole B. Jensen -- 9. Mind the Gap: Reputation, Identity and Regeneration in Post-Industrial Cities / Myfanwy Trueman, Nelarine Cornelius, Mirza Mohammed Ali Baig and Joyce Liddle -- 10. The ´Be Berlin´ Campaign: Old Wine in New Bottles or Innovative Form of Participatory Place Branding? / Claire Colomb and Ares Kalandides -- 11. Place Satisfaction of City Residents: Findings and Implications for City Branding / Andrea Insch and Magdalena Florek -- 12. Semiotics and Place Branding: The Influence of the Built and Natural Environment in City Logos / Gary Warnaby and Dominic Medway -- 13. Personality Association as an Instrument of Place Branding: Possibilities and Pitfalls / Gregory Ashworth -- 14. Conclusion: In Search of Effective Place Brand Management / Gregory Ashworth and Mihalis Kavaratzis.
650	1	4	_9300413 _aAdministración de productos. _zEuropa.
650	1	4	_9129164 _aMarcas de fábrica _zEuropa.
700	1		_9169357 _aAshworth, Gregory John. _eautor
700	1		_9228299 _aKavaratzis, Mihalis. _eautor
942			_2ddc _cGEN
991			_aADM _aPR12 _a000101339, Teviño Ayala, Ma. Eloisa.
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