HOW TO PROMOTE YOUR CITY

MARKETING AND BRAND MANAGEMENT OF PLACES AND CITIES (CITY BRANDING)

Dr.Andreas Ch. Milios

Forward by Panagiotis Liargkovas

“The image turned into capital, gaining space from the word”

Dr. Andreas Milios is a PhD in Political Science from the University of Frankfurt, an economist specializing in marketing, a multi-disciplinary professor at the University of Piraues, a consultant to public and private companies, a professor in private colleges, comes with his new book to illuminate the phenomena of the times. Online marketing , global markets , global markets , communication tools , cybercitizen consumers , the silver economy , digital nomads , conference tourism , are just some theoretical tools to approach the globalization of the economy which we are already experiencing in our daily lives and has defined our present and future in an unprecedented way.

In his foreword, Professor Liargovas maps the new economy as it was defined after the adoption of the Western way of life by the former communist countries China and Russia, the enormous technological development of the East Asian countries and the adoption of the secular lifestyles of the Arabian Peninsula, which contributed greatly to the intensification of global competition and changes in consumer patterns.

The need to re-create a city’s identity and proposition as an autonomous destination began in the 1980s in the U.S. after the Great Depression, de-industrialization, lack of technological infrastructure, unemployment, high inflation, currency instability, where cities began to seek revenue through rebranding their image. NGO companies were inspired by the specific characteristics of a city in natural ,architectural style but also by the friendly atmosphere of welcoming foreigners that locals could offer .By copying core values and marketing tools they managed to create branding for cities and create new opportunities to reconstruct the image of the city ,through redesigning its function as a host to investors ,new permanent residents ,organizers of events of global interest ,cultural destinations and generally highlighted

The book thoroughly analyzes the basic principles of the science of marketing, its historical course as a supporter of the distribution of industrial production in the first place, as a protagonist today of value production in any product, service or city wants to have buyers in the global market.

The new tools are developed based on the possibilities and as a necessary condition of online communication channels social media, influencer, sites etc.It is also mentioned in detail how the special cultural, aesthetic, architectural, environmental, etc. characteristics of a region can become an opportunity to rebuild and attract visitors, investors, students and permanent residents with high aesthetics, culture, education, respect for sustainable development and ultimately contribute with their high incomes to a new type of sustainable development.

Examples of successful city brand management practices are developed, such as that of Hamburg, Barcelona, Edinburgh, Hong Kong. Proposes good practices for the brand management of the cities of Athens, Kalamata, Kastoria and the linking of their brand with the unique cultural and natural environment that each has.

The publication is well-written to be read mainly by students, but also aptly analytical and enlightening for those who want to understand basic principles of marketing and realize how much our “natural everyday life” is now designed by professionals of the kind to whom we have quietly and invisibly deposited every aesthetic and consumer habit.