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"This book provides international insights into marketing strategies and techniques being employed to promote global tourism, competitiveness, and exploration, featuring case studies and emergent research on place branding, as well as issues and challenges faced by destinations around the...
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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...
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"Schon wieder ein Tagungsband, in dem Wissenschaftler von einer Diskussion berichten, die an einem schönen Ort und in einer stressfreien Atmosphäre stattfand, bei der man sich auf hoch abstraktem Niveau über exotische Konzepte wie Identität, Unternehmens- und Regionalentwicklung unterhielt,...
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