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Keywords: Place branding
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Journal Articles
Journal:
Tourism Review
Tourism Review (2011) 66 (3): 14–24.
Published: 20 September 2011
... the importance of managing the brand “bottom up”, in other words starting from the people. According to Kotler and Gertner (2002) , strategic place branding is about enhancing a country's position in the global marketplace. It requires an understanding of its current strengths and weaknesses and of the future...
