Handbook on Place Branding and Marketing Campelo Paperback Edward Elgar

Handbook on Place Branding and MarketingAuthor(s): Adriana Campelo\nFormat: Paperback\nPublisher: Edward Elgar Publishing Ltd, United Kingdom\nImprint: Edward Elgar Publishing Ltd\nISBN-13: 9781784718619, 978-1784718619\nSynopsis\nPlace branding as an academic field is both challenging and under explored. In the face of an ever-expanding global urban population, this Handbook illustrates how place branding can contribute to transforming urban agglomeration into sustainable and healthy areas. The Chapters cover four key areas; place branding as a tool for economic development, experiences of place making, methodologies to develop place brands, and urban regeneration. Pioneering experts provide in-depth analysis on the politics and significance of place branding's inclusion in economic development programs, the multisensory dimensions of sense of place, and new epistemologies and methodologies for research. They further examine the role of place marketing in combatting challenges for y