186 pages | 26 B/W Illus.
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 Tomaszów 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.
'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
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
Urban transformation affects various aspects of the physical, social, and economic spaces. This series contains monographs and edited collections that provide theoretically informed and interdisciplinary insights on the factors, patterns, processes and outcomes that facilitate or hinder urban development and transformation. Books within the series offer international and comparative perspectives from cities around the world, exploring how ‘new life’ may be brought to cities, and what the cities of future may look like.
Topics within the series may include: urban immigration and management, gender, sustainability and eco-cities, smart cities, technological developments and the impact on industry and on urban societies, cultural production and consumption in cities (including tourism, events and festivals), the marketing and branding of cities, and the role of various actors and policy makers in the planning and management of changing urban spaces.
If you are interested in submitting a proposal to the series please contact Faye Leerink, Commissioning Editor, [email protected]