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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 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 392 pp
This book integrates new thinking on the image, marketing, and branding of places at all levels, from town squares to cities and countries, and of the products and peoples associated with them, thereby bridging the ‘country’ and ‘place’ silos in place-related research and practice. Insightful contributions from top scholars reflect fresh theorizing and provide a critical appraisal of conventional wisdom by juxtaposing intriguing contexts, questioning commonplace practices, and challenging methodologies and theoretical assumptions.

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This book integrates new thinking on the image, marketing, and branding of places at all levels, from town squares to cities and countries, and of the products and peoples associated with them, thereby bridging the ‘country’ and ‘place’ silos in place-related research and practice. Insightful contributions from top scholars reflect fresh theorizing and provide a critical appraisal of conventional wisdom by juxtaposing intriguing contexts, questioning commonplace practices, and challenging methodologies and theoretical assumptions.

Chapters explore interdependencies among residents, visitors, brand managers, and consumers; image effects of place and social identity, cross-border acquisitions, popular culture exports, and sporting mega-events; country-of-origin research, cross-cultural consumer behaviour, international marketing, destination branding, and brand modelling; and cutting-edge methodological approaches and managerial best practices in place marketing. The book’s interdisciplinary know-how and approach makes it an invaluable and comprehensive reference for researchers, managers, consultants, and students alike, in areas from marketing, place management, international business, and tourism to communications, social psychology, urban geography, and regional economics.
Critical Acclaim
‘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

‘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

‘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 areas. This timely book provides an excellent, focused and insightful synthesis of these research silos.’
– Keith Dinnie, University of Dundee School of Business, UK

‘Papadopoulos and 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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