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Online brand personalities: An exploratory analysis of selected African countries
Springer Science and Business Media LLC - Tập 2 - Trang 118-129 - 2006
Robert Opoku, Robert Hinson
A strongly articulated brand personality is germane to the success of an online branding strategy. This paper explores whether African countries communicate clear and distinctive brand personalities in cyberspace. Because of the increasing focus on the global digital dividend, it is important to discover all the ways in which African countries can benefit from the application of online technologie...... hiện toàn bộ
Some important distinctions in place branding
Springer Science and Business Media LLC - Tập 1 - Trang 116-121 - 2005
Simon Anholt
Foreword to ‘Students' Corner’
Springer Science and Business Media LLC - Tập 1 Số 1 - Trang 93-93 - 2004
Anholt, Simon
A tale of two cities — A commentary on historic and current marketing strategies used by the Liverpool and Glasgow regions
Springer Science and Business Media LLC - Tập 2 - Trang 155-176 - 2006
Martin Hudson, Nick Hawkins
This is the first of two papers looking at the place marketing strategies used by the cities of Liverpool and Glasgow to attract either investment or tourist revenues. It will review how both cities have attempted to market themselves since the beginning of the 20th century using research on the history of place marketing. It will examine current developments in both areas in light of current cont...... hiện toàn bộ
Should the piper be paid? Three schools of thought on culture and foreign policy during the Cold War
Springer Science and Business Media LLC - Tập 1 - Trang 420-423 - 2005
John Brown
Studying the country-of-origin cue in action: An experimental examination of wine evaluations in the United Kingdom and New Zealand
Springer Science and Business Media LLC - Tập 2 - Trang 311-320 - 2007
Robert P Hamlin, Kevin J Leith
This paper examines the impact of the country-of-origin cue on consumer evaluations of low value FMCG goods. A field experimental technique was used, in which the country-of-origin cue was manipulated via very high-quality mock-ups of a range of Chardonnay varietal wines that were presented to a group of New Zealand wine purchasers as real products. This experiment was replicated with a different ...... hiện toàn bộ
The Perils of Propaganda: Lessons from the Cold War
Springer Science and Business Media LLC - - 2006
John Brown
From city marketing to city branding: Towards a theoretical framework for developing city brands
Springer Science and Business Media LLC - Tập 1 - Trang 58-73 - 2004
Michalis Kavaratzis
Cities all over Europe include more and more marketing techniques and methods in their administration practice and governing philosophy. The transfer of marketing knowledge, however, to the operational environment of cities proves a cause of difficulties and misalignments, mostly due to the peculiar nature of places in general and cities in particular as marketable assets. In this paper, city bran...... hiện toàn bộ
The Anholt-GMI City Brands Index: How the world sees the world's cities
Springer Science and Business Media LLC - Tập 2 - Trang 18-31 - 2006
Simon Anholt
Intellectual architecture as place brand
Springer Science and Business Media LLC - Tập 2 - Trang 220-228 - 2006
E Richard Gold
This paper examines the importance of a place's intellectual architecture to its place brand strategy. Intellectual architecture includes elements of a place that lead not only to creativity and innovation, but to the transformation of that creativity and innovation into products and services, community strength and so on. While a place's intellectual architecture has been a critical element in co...... hiện toàn bộ
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