City Branding and Promotion: The Strategic Approach, 1st Edition (Hardback) book cover

City Branding and Promotion

The Strategic Approach, 1st Edition

By Waldemar Cudny

Routledge

224 pages | 26 B/W Illus.

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Hardback: 9781138488106
pub: 2019-05-17
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Description

This book explores theoretical concepts of strategic promotion and place branding in cities. It outlines the issues associated with strategic management of urban territories and highlights various types of development strategies that seek to encourage socio-economic development, growth and city branding, particularly within the tourism industry. It examines the rules and methods for analysing the current branding of a city and how new branding and promotion strategies are created. Through a range of international examples the book considers the missions, aims, and implementation of branding strategies, and the importance of monitoring and controlling procedures. The first part of the book provides theoretical context, followed by a detailed exploration of the promotional and branding strategy prepared for the city of Tomaszow Mazowiecki in Poland.

This book provides the reader with theoretical and practical insights on city branding, and will appeal to scholars and students in urban studies, geography, tourism, management and economics.

Reviews

'Waldemar Cudny's book provides a much-needed understanding of strategies used by various stakeholders to increase production and consumption, build revenues, and provide new opportunities for transactions in cities. In urban geography, we study commodification of housing, patterns of land use, growth and decline. This book adds the need to expand our content in urban geography and urban studies instruction and research to include the processes and outcomes of the commodification of a place or a region as a whole through branding and marketing. The book provides a theoretical analysis of city branding strategies supplemented by a practical case study.'

— Professor Sharmistha Bagchi-Sen, Department of Geography, University at Buffalo, USA.

'City branding and promotion – the strategic approach bridges the gap between theory and practice in the field of urban management and marketing. It presents a useful a state of the art review of current knowledge and challenges reductionists approaches in the field. The case study presented allows readers to engage with a real life example. This book will remain a valuable resource for both academics and practitioners for a long time.'

— Dr Roberta Comunian, King's College London, UK

Table of Contents

1. Introduction 2. Setting the agenda 3. Defining the current situation – developing the analytical part of the strategy 4. Creating the strategic part and strategy implementation 5. City branding and promotion strategy for Tomaszów Mazowiecki (Poland) 6. Summary

About the Author

Waldemar Cudny specializes in urban and tourism geography. He is a graduate of the Department of Geography at the University of Lódz, Poland. Currently he holds a position of Associate Professor at The Jan Kochanowski University (JKU) in Kielce, Poland.

About the Series

Routledge Contemporary Perspectives on Urban Growth, Innovation and Change

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Subject Categories

BISAC Subject Codes/Headings:
ARC010000
ARCHITECTURE / Urban & Land Use Planning
POL026000
POLITICAL SCIENCE / Public Policy / Regional Planning
POL028000
POLITICAL SCIENCE / Public Policy / General
POL063000
POLITICAL SCIENCE / Public Policy / Science & Technology Policy
SOC015000
SOCIAL SCIENCE / Human Geography