This unique, extensive Handbook illustrates that multinational enterprises can contribute substantially to the competitive advantage of small countries. It advances the notion that small nations increasingly need to rely on both home-grown and foreign multinational enterprises to achieve...

Despite overstated claims of their ‘global’ homogeneity, ubiquity and contribution to ‘flattening’ spatial differences, the geographies of brands and branding actually do matter. This vibrant collection provides a comprehensive reference point for the emergent area of brand and branding...

1. Place branding : where do we stand? / Mihalis Kavaratzis and Gregory Ashworth -- 2. Place branding theory : a cross-domain literature review from a marketing perspective / Graham Hankinson -- 3. Is corporate branding relevant to places? / Mihalis Kavaratzis -- 4. Place marketing, local...

This important Handbook explores new and emerging directions in both brand management research and practice. It encompasses a diverse set of approaches including the latest academic research offering new frameworks for understanding brand management, the researcher's perspective on current tools...

Branded Lives explores the increasingly popular concept of employee branding as a new form of employment relationship based on brand representation. In doing so it examines the ways in which the production and consumption of meaning at work are increasingly mediated by the brand. -- This...

Introduction -- Part I: historical perspectives on brand advertising -- 2. Overview: visual branding in historical perspective -- Part II: brand marks -- 3. A typology of brand marks -- 4. How and why brand marks vary across product categories -- 5. Rhetorical evolution of brand marks -- Part...

This timely and important Handbook takes stock of progress made in our understanding of what sustainable development actually is and how it can be measured and achieved. -- 'This Handbook demonstrates the well-established body of thinking on sustainable development which now exists, and its...

Since the late 1980s and early 1990s, national governments have introduced a range of policy measures designed to steer their economies along a more sustainable path. Yet how are we to know how successful these have been? This significant new book discusses the ways in which sustainable...

The UN Framework Convention on Climate Change recognises that, in the formulation of a global strategy for reducing global emissions of carbon (the main factor in global warming) forests could play an important role. This book highlights that role and demonstrates how the forests of the world...