Public Branding and Marketing (eBook) von Staci M. Zavattaro

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 Co-producers: Co-creating Brand in Public Service.- Chapter 4. The Brussels-Capital Region: Toward a more integrated strategy for Europes capital?.- Chapter 5. Municipal Branding and Social Media: Comparing Poland, Norway, and Ukraine.- Part II - Internal Branding Strategies.- Chapter 6. Branding from Within: Internal Brand Management in the Public Sector.- Chapter 7. Branding the Public Service of Canada: A Model Worthy of Emulation or Unfulfilled Promise?.- Chapter 8. Branding for Morale.- Chapter 9. Brand on the run? Marketization, market position, and branding in upper secondary schools.- Part III - Concepts and Cases Place Branding in Action.- Chapter 10. #thatswhywestallis Shows the World How Good West Allis Feels.- Chapter 11. Backfiring Boomerang Brands in Jakarta: The Case of the Great Garuda.- Chapter 12. How to Close the Gap? Branding as a Solution to Declining Youth Participation.- Chapter 13. From a Dogs Breakfast to a Kings Table: Branding and Marketing a Major Research University.

This edited volume details public branding and marketing from a global, comparative perspective. Place branding and marketing practices are now prominent in cities, states, nations, regions, and organizations all over the world. While disciplines such as hospitality management, tourism marketing, and business marketing have made inroads into understanding the intricacies of place branding, research in public administration and policy is still emerging. This volume fills that research gap. Including accounts from both the academic and practitioner communities, this book bridges the academic-practitioner divide and provides a holistic account of branding and marketing in public organizations as well as immediate application and lessons learned. The book takes an explicit public administration approach, focusing on a wide range of topics such as branding leadership, co-creation, stakeholder engagement, education, non-profit marketing and branding, and city administration. 

Staci M. Zavattaro is associate professor of public administration at the University of Central Florida, US. She serves as editor in chief of Administrative Theory& Praxis and focuses her research on place branding, administrative theory, and social media use in government.