Marca da cidade e meios digitais

Name: Marca da cidade e meios digitais
Brand: Edicoes Nosso Conhecimento
SKU: 9786209836541
Price: 7015.0 INR
Availability: InStock

by Thomas Egger , Claudia Hois

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ISBN13: 9786209836541
Binding: Paperback
Subject: N/A
Publisher: Edicoes Nosso Conhecimento
Publisher Imprint: Edicoes Nosso Conhecimento
Publication Date: March 24, 2026
Pages: 120
Original Price: USD 78.0
Language: Portuguese
Edition: N/A
Item Weight: 173 grams
BISAC Subject(s): Marketing / General

About The Book

O objetivo do livro � analisar a utiliza��o dos meios digitais na gest�o da marca das cidades e os fatores de sucesso na pr�tica do marketing urbano. Para tal, � descrita a situa��o inicial e as formas de comunica��o online da marca da cidade j� em uso. Partindo da teoria geral da marca e da marca urbana orientada para a identidade, bem como da teoria dos novos meios de comunica��o e da comunica��o de marca online, s�o discutidas as conclus�es para a aplica��o pr�tica nas cidades. Estas conclus�es, bem como estudos de caso sobre a gest�o da marca das cidades de Hamburgo, Innsbruck e Basileia, constituem a base para o guia de uma entrevista emp�rica a especialistas. Nos tr�s casos de estudo de Hamburgo, Innsbruck e Basileia, s�o apresentados os meios digitais j� utilizados pelas organiza��es de marketing urbano e os principais fatores de sucesso para a comunica��o online da marca da cidade. A partir da�, s�o deduzidas conclus�es finais para a pr�tica futura da comunica��o online da marca da cidade.

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