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Building a milieu for city marketing and branding

In: Urban Strategies for Culture-Driven Growth

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Abstract

In this chapter we use marketing projects to describe the milieu-network who support the program. The social networks and the broader communications strategy were used not only to promote the local artistic activity but also to attract attention and participation outside the boundaries of the local community. We used social network analysis (SNA) to analyse the qualitative and interpretive side of networks and combine it with short story vignettes to show the nature of the relationships: whether relationships were formal/informal and/or hierarchical/flat. Relational analysis helps to understand the set of rules holding together the action net.

Suggested Citation

  • ., 2016. "Building a milieu for city marketing and branding," Chapters, in: Urban Strategies for Culture-Driven Growth, chapter 7, pages 90-108, Edward Elgar Publishing.
    • Handle: RePEc:elg:eechap:15992_7
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    Cited by:

    1. Ascione, Fabrizio & De Masi, Rosa Francesca & de Rossi, Filippo & Ruggiero, Silvia & Vanoli, Giuseppe Peter, 2016. "Optimization of building envelope design for nZEBs in Mediterranean climate: Performance analysis of residential case study," Applied Energy, Elsevier, vol. 183(C), pages 938-957.
    2. Lu, Yujie & Chang, Ruidong & Shabunko, Veronika & Lay Yee, Amy Tan, 2019. "The implementation of building-integrated photovoltaics in Singapore: drivers versus barriers," Energy, Elsevier, vol. 168(C), pages 400-408.

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