Marchio della città e media digitali

Name: Marchio della città e media digitali
Brand: Edizioni Sapienza
SKU: 9786209831423
Price: 7015.0 INR
Availability: InStock

by Thomas Egger , Claudia Hois

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ISBN13: 9786209831423
Binding: Paperback
Subject: N/A
Publisher: Edizioni Sapienza
Publisher Imprint: Edizioni Sapienza
Publication Date: March 24, 2026
Pages: 120
Original Price: USD 78.0
Language: Italian
Edition: N/A
Item Weight: 173 grams
BISAC Subject(s): Marketing / General

About The Book

L'obiettivo del libro � quello di analizzare l'impiego dei media digitali nella gestione del marchio delle citt� e i fattori di successo nella pratica del marketing urbano. A tal fine viene descritta la situazione di partenza e quali forme di comunicazione online del marchio urbano vengono gi� utilizzate. Partendo dalla teoria generale del marchio e dal marchio urbano orientato all'identit�, nonch� dalla teoria dei nuovi media e della comunicazione online del marchio, vengono discusse le conoscenze acquisite per l'applicazione pratica nelle citt�. Queste conoscenze, insieme a casi di studio sulla gestione del marchio delle citt� di Amburgo, Innsbruck e Basilea, costituiscono la base per la guida a un'intervista empirica con esperti. Sulla base dei tre casi di studio di Amburgo, Innsbruck e Basilea, vengono illustrati i media digitali gi� utilizzati dalle organizzazioni di marketing urbano e i fattori essenziali di successo per la comunicazione online del marchio urbano. Da ci� si ricavano conclusioni definitive per la futura pratica della comunicazione online del marchio urbano.

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