Marketing in public cultural institutions can be defined as a tool for achieving an organizational and creative concept that seeks to build relationships with the audience. This paper will define how public cultural institutions manage their marketing departments, with particular emphasis on the...

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...

Die Dissertation untersucht am Beispiel der Wirtschafts- und Sozialwissenschaftlichen Fakultät Nürnberg, inwieweit die Grundsätze des strategischen Marketing auf Fakultäten anwendbar und welche Implementationsgrundsätze dabei zu beachten sind. Theoretische Basis für diese grundlegenden...