This paper reviews the concept of place brand identity within the supply side aspect of place branding. With no widely accepted model of place brand identity, the paper proposes a new model, which has its roots in marketing, tourism and sociological theory. The model focuses on the country brand...

Purpose – The purpose of this paper is to present the first systematic approach toward brand development of the country of Slovenia. The approach was of a holistic nature as relevant areas (i.e. economy, tourism, culture, science, sport) and related key stakeholders that affect and co‐create...

Section 1. Marketing and the firm -- Section 2. Fundamental insights for strategic marketing -- Section 3. Strategic marketing -- Section 4. Implementing the market strategy -- Section 5. Special marketing topics.

Addressing the wide-ranging challenges of global entrepreneurship and innovation faced by both East and West, this edited volume provides a multi-faceted overview of the complexity facing entrepreneurial firms within global value chains. Viewed from the context of an emerging multi-polar world...

This book explores the paradox of the hospitality industry: customers demand not only personal and innovative tourism products and services, but also cost-effective ones. Enterprises have the option to meet the former demand by offering authentic products and services while the latter could be...

Cover -- Half Title -- Title Page -- Copyright Page -- Dedication -- Table of Contents -- Preface -- Positioning -- Purpose -- Customers: Students -- Customers: Marketing Faculty -- Differential Advantage -- A Pedagogical Framework for Studying and Learning -- Organization of the Book --...