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City Brand Image

  • Kartonierter Einband
  • 116 Seiten
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Cities are more and more eager to create a positive brand image about themselves in the eyes of their "customers". A rec... Weiterlesen
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Beschreibung

Cities are more and more eager to create a positive brand image about themselves in the eyes of their "customers". A recent trend in city branding has been to stage large events, also known as flagship events, with the hopes to contribute to city image change. However, as cities develop innovative marketing strategies to compete against one another for tourists, investors, companies, talents and so forth, research has scarcely focused on one of the main city target groups: its residents. In this regards, an empirical study is conducted on the image effects of the up-coming 2015 World Expo on the residents of its host city: Milan.

Autorentext

Jessica Abouzeid, MSc: Studied Marketing Management at Luigi Bocconi University. Brand Manager Assistant at Luxottica, Milan.

Produktinformationen

Titel: City Brand Image
Untertitel: A resident s perspective on the 2015 Milan Expo
Autor:
EAN: 9783845404028
ISBN: 978-3-8454-0402-8
Format: Kartonierter Einband
Genre: Wirtschaft
Anzahl Seiten: 116
Gewicht: 191g
Größe: H7mm x B220mm x T150mm
Veröffentlichung: 01.07.2011
Jahr: 2011

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