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1. 1. Let Them Brand This Town : A Qualitative Study of How Major Cities Manage User-Generated Content in Their Branding Strategies

   University essay from Högskolan i Jönköping/Internationella Handelshögskolan

   Author : Lucas Carlos Alban; Michael Wieneck; [2018]
   Keywords : ;

   Abstract : Background: Ongoing urbanization and increased visits to urban areas make cities around the globe compete with each other. As places increasingly aim to attract visitors, residents, businesses or investments, place branding becomes a new discipline within the field of marketing and city branding arises as a means to differentiate a city in the global marketplace. READ MORE