Contemporary Approaches of the Scientific Theory of Place Marketing – Place Branding in Globalized Conditions and Economic Crisis


Androniki Kavoura, PhD
Department of Marketing, Technological Educational Institute of Athens, Agios Spiridonos, Aigaleo, Greece

Series: Economic Issues, Problems and Perspectives
BISAC: BUS022000

The contemporary economic crisis is one of the biggest to affect the global economy and has been forcefully applied to the real economy, revolting in a deep recession. The consequences of the economic crisis has brought out systemic problems and distortions in different sectors of productive activity; local communities and prefectures are examples of places which experience these consequences.

The power of brands of significant value and businesses at the global level have also collapsed. The economic crisis also creates huge problems for the tourism sector which mainly consists of small and medium enterprises in southern European countries. This has resulted in the tourist agents becoming unable to accommodate their customers’ needs. This monograph is a useful tool for future researchers and the local communities of various regions in order to be able to design a real exit from the crisis. (Imprint: Novinka )

Table of Contents

Table of Contents


Chapter 1. Places and Regions in the Horizon of Globalization and Economic Crisis

Chapter 2. Marketing and Place Marketing at the Forefront of New Conditions of Economic Recession and Crisis in Search for a New Role

Chapter 3. Methodological Approaches

Chapter 4. Place Identity/National Identity: The Image of the Place and Place Brand

Chapter 5. External Public/Tourism and Tourism Behavior: Defining ‘Experience’

Chapter 6. The Role of the Imagined Community in Place Marketing

Chapter 7. The Role of Synergies and Local Networks for Place Branding and Place Marketing

Chapter 8. The Use of New Technologies for the Creation of an E- Place Brand and E-Place Marketing

Chapter 9. The New Role of the Public Sector: Negotiating the Concept of the Public Interest to the New Conditions as a Basic Pole of a Strategic Plan for Place Branding-Place Marketing

Chapter 10. Proposition for the Future: A Model of Systemic Approach of the Strategic Design of Place Marketing and Place Branding


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“This impressive book offers a systematic, multi-perspective overview of place marketing approaches that will benefit students, researchers and practitioners alike. It is a much welcome contribution to the discussion.” – <strong>Professor Can-Seng Ooi, Copenhagen Business School, Denmark</strong>

“A riveting and insightful book on the development of place marketing in times of economic turmoil. Androniki Kavoura presents theoretical know-how, the roles of business and social environments, trends, and future outlooks of place marketing and branding. An engaging and thorough contribution, useful to both scholars and practitioners.” – <strong>Dr. Stathis Kefallonitis, School of Business, State University of New York at Oswego, USA</strong>



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