Public Branding and Marketing: A Global Viewpoint

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's Breakfast to a King's Table: Branding and Marketing a Major Research University.