Think Piece in: Place Branding and Public Diplomacy
Vol.3, Number 4, October 2007, ISSN 1751-8040, Palgrave journals.
Franco Bianchini and Lia Ghilardi
Abstract:
This article explains the bases for an alternative approach to place branding and marketing, based on the disciplines of Cultural Mapping and Cultural Planning. After an introduction of key cultural mapping and planning concepts and issues, the article discusses some innovative practical examples of culturally sensitive place branding and marketing from Sweden and the UK, and concludes by outlining some components of a possible future agenda for action.
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