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The Multilevel Branding of Tangier at Spatial and Temporal Interfaces
[collection article]
Abstract Endeavours to establish cities as brands have become a worldwide phenomenon. In the Middle East and Africa, too, cities have started to actively position themselves as attractive tourism destinations and investment sites and are trying to enhance their distinctiveness and recognisability. Gulf citie... view more
Endeavours to establish cities as brands have become a worldwide phenomenon. In the Middle East and Africa, too, cities have started to actively position themselves as attractive tourism destinations and investment sites and are trying to enhance their distinctiveness and recognisability. Gulf cities have become the most prominent - and often emulated - examples. Less attention has been given, for instance, to North African places. Accordingly, this chapter starts from the assumption that systematic approaches to branding cities are still limited, notably for cities of the "Global South."... view less
Keywords
Morocco; town; marketing; tourism policy; advertising; North Africa
Classification
Area Development Planning, Regional Research
Marketing
Free Keywords
Tanger
Collection Title
Branding the Middle East: communication strategies and image building from Qom to Casablanca
Editor
Wippel, Steffen
Document language
English
Publication Year
2023
Publisher
De Gruyter
City
Berlin
Page/Pages
p. 429-457
Series
Studies on Modern Orient, 38
DOI
https://doi.org/10.1515/9783110741100-026
ISBN
978-3-11-074110-0
Status
Published Version; reviewed
Licence
Creative Commons - Attribution-Noncommercial-No Derivative Works 4.0