Part I - A Macro View of Place Branding -- Chapter 1. Economic coopetition and the absence of comprehensive data: Why scholars and practitioners should work hand in hand -- Chapter 2. Theorizing ‘Value’ in Sustainable Urban Branding Strategies -- Chapter 3. The (Almost) Forgotten...

Dieses Handbuch stellt die zukünftigen Herausforderungen und aktuellen Lösungsansätze in der kommunalen Wirtschaftsförderung aus unterschiedlichsten Perspektiven und fachlichen Disziplinen dar. Damit soll ein besonders praxisorientiertes Forum für innovative und neue Ansätze geschaffen...

Space is a crucial variable in any economic activity. Spatial Economics is the branch of economics that explicitly aims to incorporate the space dimension in the analysis of economic phenomena. From its beginning in the last century, Spatial Economics has contributed to the understanding of the...

1. Introduction to Sustainability Leadership in Tourism -- Part I: Sustainable Tourism Essentials -- 2. Understanding Sustainable Tourism -- 3. Keys to Sustainable Tourism Success -- 4. Sustainable Tourism: Future Trends and Priorities -- Part II: Interviews with Sustainability Leaders and...

This book contains the latest and most up-to-date research results from the fields of brands, labels and product, presented at the international colloquium COBLI 2021, held in Orleans, France. It covers a wide range of topics from the fields of economics, psychology, information technology and...

The knowledge on how to influence user engagement metrics and thereby brand visibility plays a crucial role in influencer branding – both for social media influencers as well as marketers. Based upon two holistic empirical models and the analysis of real-world data, Tanja Fink is able to show...

Luxury is as old as humankind and has sparked multiple debates throughout of history. In today’s consumer society, luxury brands have become aspirational symbols. Yet, to date, a comprehensive overview of the different perspectives that have shaped the discourses about luxury is missing....

Chapter 1. An Introduction to Personal Branding -- Chapter 2. What is a Personal Brand? -- Chapter 3. Discovering Your Target Audience -- Chapter 4. Positioning for a Competitive Advantage -- Chapter 5. Marketing Personal Brands -- Chapter 6. The Monetization of Personal Brands -- Chapter 7....

Einführung -- Die mediatisierte Markenerweiterung als Forschungsgegenstand -- Bezugsrahmen einer Mediatisierung der Markenführung -- Entwicklung eines empirischen Untersuchungsmodells zur Analyse mediatisierter -- Markenerweiterungen -- Empirische Überprüfung des Untersuchungsmodells --...