格式化内容附注: | 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 Europe's 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 Dog Breakfast to a King's Table: Branding and Marketing a Major Research University |