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Brand Dubai

 

Marketed By :  LAP LAMBERT Academic Publishing   Sold By :  Kamal Books International  
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  • Product Description
 

This book explores destination branding while stressing the need for an integrative approach through the examination of the cases of Dubai and Abu-Dhabi. Additionally, these cities’ strategic positioning will be contrasted in order to gain more insights on how the integrative approach in city branding can be done through the use of different yet complementary elements of strategic positioning. This research demonstrates that while the achievements realized so far in branding Dubai have constituted a valuable asset for the whole region, the developments emerging from the recent financial crisis have shown that there is a need to streamline all the aspects of destination branding into a comprehensive framework that would constitute a ‘safety net’ against unpredictable shocks. The conclusions drawn in this book are of a high value for governmental bodies in charge of the development of the concerned cities and also other emerging destinations with a valuable guideline for branding their cities in a way that enables them to anticipate and manage uncertainties proactively.

Product Specifications
SKU :COC75220
AuthorTrimeche Omar
LanguageEnglish
BindingPaperback
Number of Pages96
Publishing Year2014-02-19T00:00:00.000
ISBN9783659341311
Edition1 st
Book TypeBusiness & management
Country of ManufactureIndia
Product BrandLAP LAMBERT Academic Publishing
Product Packaging InfoBox
In The Box1 Piece
Product First Available On ClickOnCare.com2015-10-08 00:00:00
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