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Marketing Countries, Places, and Place-associated Brands

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Marketing Countries, Places, and Place-associated Brands

Identity and Image

9781839107368 Edward Elgar Publishing
Edited by Nicolas Papadopoulos, Distinguished Research Professor of Marketing and International Business, Sprott School of Business, Carleton University, Ottawa and Mark Cleveland, DANCAP Private Equity Chair and Professor in Consumer Behavior, DAN Department of Management and Organizational Studies, University of Western Ontario, London, Canada
Publication Date: September 2021 ISBN: 978 1 83910 736 8 Extent: c 352 pp
Designed to bridge the ‘country’ and ‘place’ marketing silos in research and practice, this book integrates and synthesizes the state of the art in research concerning the image, marketing, and branding of places at all levels, from town squares to cities, regions, and countries, and of the products associated with them. The book provides a critical and thorough appraisal of conventional wisdom that juxtaposes intriguing contexts, identifies unresolved issues needing further research, questions commonplace practices, and challenges methodologies and theoretical assumptions.

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Designed to bridge the ‘country’ and ‘place’ marketing silos in research and practice, this book integrates and synthesizes the state of the art in research concerning the image, marketing, and branding of places at all levels, from town squares to cities, regions, and countries, and of the products associated with them. The book provides a critical and thorough appraisal of conventional wisdom that juxtaposes intriguing contexts, identifies unresolved issues needing further research, questions commonplace practices, and challenges methodologies and theoretical assumptions.

With insightful contributions from top scholars, this interdisciplinary book covers key themes that reflect the diversity of knowledge on place-related marketing ranging from country-of-origin research, cross-cultural consumer behaviour, and international marketing, to destination branding, brand modelling, and media and culture. Chapters explore the interdependencies among places, residents, visitors, brand managers, and consumers; the image effects of place and social identity, cross-border acquisitions, and popular culture exports; and sustainable place marketing, the effects of hosting sporting mega-events, and strategic spatial planning.

Offering fresh theorizing, cutting-edge methodological approaches, and managerial best practices, this book is a comprehensive reference for researchers, practising managers and consultants, and students alike. Its content is invaluable for those working in and studying marketing, place management, international business, tourism, communications and cultural studies, social psychology, urban and humanistic geography, and regional and behavioural economics.
Critical Acclaim
‘Country and place branding has emerged as one of the hottest topics in international marketing. Leading scholars Nicolas Papadopoulos and Mark Cleveland put together a book that is the ultimate resource on the subject. The book combines relevance and academic rigor. A must read for policy makers, managers, and academics.’
– Jan-Benedict Steenkamp, Knox Massey Distinguished Professor of Marketing, University of North Carolina, US

‘In a field not noted for its sense of direction or purpose, Papadopoulos and Cleveland have achieved that rare goal: a properly curated collection. They have done this with intelligence and panache, so this book should move the field forward, and is also a pleasure to read. Highly recommended.’
– Simon Anholt, Independent policy advisor, UK, and Founder, Anholt-Ipsos Nation Brands Index and City Brands Index

‘For too long the fields of place marketing and branding on the one hand, and country of origin and country image on the other, have evolved in parallel, with minimal integration between these two highly related fields. This timely book provides an excellent, focused and insightful synthesis of these research silos.’
– Keith Dinnie, University of Dundee School of Business, UK

‘Nicolas Papadopoulos and Mark Cleveland have composed a fascinating research volume. They connect scholarship from two distinct fields: the marketing of places and the marketing of products based on “country-of-origin”. Each field has evolved independently of the other but, as the volume shows, each could also benefit greatly from the knowledge created in the other.’
– Alain Verbeke, Editor-in-Chief, Journal of International Business Studies and McCaig Research Chair in Management, University of Calgary, Canada
Contributors
Contributors include: Mikael Andéhn, Boris Bartikowski, Fabian Bartsch, Mark Cleveland, Alia El Banna, Magdalena Florek, Robert Govers, Jonathan Grix, Henrik Halkier, Anna M. Hersperger, Andrea Insch, Laura James, Mihalis Kavaratzis, Nina Kramareva, Jean-Noël Patrick L'Espoir Decosta, Peter Magnusson, Michela Matarazzo, Dominic Medway, Eduardo Oliveira, Nicolas Papadopoulos, Ioana S. Stoica, Anette Therkelsen, Gary Warnaby, Stanford A. Westjohn, Candace White, Rick T. Wilson, Sebastian Zenker, Katharina Petra Zeugner-Roth

This title is available for institutional purchase via Elgaronline.

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