Different branding strategies from the use of the territory of origin by commercial brands: the brand-territory matrix
Artykuł autorstwa Cristina Mateo, Gildo Seisdedos
Place brands and commercial brands build on each other. Sometimes, the commercial brand is so powerful that eclipses the place brand. This paper intends to add value to this dialogue, gaining understanding through an insight on how commercial brands use places, and finding out how they can be implemented […]
Place as overlap between the interests of Regional Geography and Marketing
Artykuł autorstwa Kvetoslava Matlovičová
The new challenges presented by a place have launched a marketing research initiative that integrates various marketing approaches requiring not only a wide variety of knowledge in humanities, social sciences, and business disciplines, but also comprehension of the entire complexity of its product – a place. The intricacy of its very […]