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Place Event Marketing in the Asia Pacific Region
ISBN-13:
9781000430479
Veröffentl:
2021
Seiten:
194
Autor:
Waldemar Cudny
eBook Typ:
EPUB
eBook Format:
EPUB
Kopierschutz:
0 - No protection
Sprache:
Englisch
Beschreibung:
This book explores the fascinating phenomenon of place event marketing in the Asia Pacific. It examines procedures in the promotion and branding of places that use events to shape their identities.
1. Introduction 2. When Ordinary Life Becomes Extraordinary: The Branding of Hangzhou, China during the 2016 G20 Summit 3. Branding Shanghai as a Global City Through China Shanghai International Arts Festival 4. Events Across ASEAN: Product-Oriented Regeneration and Value-Added Image Promotion 5. Brand Association With a Participant Sporting Event: The Case of the Okinawa Marathon in Japan 6. The Socio-Economic and Branding Impacts of an International Sporting Event in Japan: Le Tour de France Saitama Criterium 7. From Religious Festival to Cultural Carnival: Durga Puja and the City Branding of Kolkata, India 8. Film, Fashion, Events and City Branding of Mumbai, India 9. "It's Coming Home!": Leveraging Legacies in the City of Sails 10. Conclusions
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