Contemporary approaches of the scientific theory of place marketing place branding in globalized conditions and economic crisis - Kavoura, Androniki (Nova Science Publisher's, Inc., 2013)
Includes index
Places and regions in the horizon of globalization and economic crisis -- Marketing and place marketing at the forefront of new conditions of economic recession and crisis in search for a new role -- Methodological approaches -- Place identity/national identity : the image of the place and place brand -- External public/tourism and tourism behavior-defining "experience" -- The role of the imagined community in place marketing -- The role of synergies and local networks for place branding and place marketing -- The use of new technologies for the creation of an e-place brand and e-place marketing -- The new role of the public sector. negotiating the concept of the public interest to the new conditions as a basic pole of a strategic plan for place branding-place marketing -- Proposition for the future : a model of systemic approach of the strategic design of place marketing and place branding
The contemporary economic crisis is one of the biggest in the global economy and has been forcefully applied to the real economy, revolting in a deep recession. Globalization has in turn contributed to the faster transmission of the problem from country to country. This crisis disproportionally affects countries with small and medium development but also the medium and low social layers and small and medium entrepreneurship within countries. The stability of employment has fallen apart. The consequences of the economic crisis has brought out systemic problems and distortions in different secto