Volltext herunterladen
(1.014 MB)
Zitationshinweis
Bitte beziehen Sie sich beim Zitieren dieses Dokumentes immer auf folgenden Persistent Identifier (PID):
https://nbn-resolving.org/urn:nbn:de:0168-ssoar-94803-2
Export für Ihre Literaturverwaltung
Branding the Middle East: A Review of Regional Manifestations of a Global Phenomenon
[Sammelwerksbeitrag]
Dieser Sammelwerksbeitrag gehört zu folgendem Sammelwerk:
Branding the Middle East: Communication Strategies and Image Building from Qom to Casablanca
Abstract Branding has its ancient roots in the wider Mediterranean and the Middle East, as we have seen in the preceding conceptual chapter. Throughout history, branding products, persons, and places - even if the concept did not yet exist by this name - has been practised in the Arab, Ottoman, and Islamic r... mehr
Branding has its ancient roots in the wider Mediterranean and the Middle East, as we have seen in the preceding conceptual chapter. Throughout history, branding products, persons, and places - even if the concept did not yet exist by this name - has been practised in the Arab, Ottoman, and Islamic realms. Especially with increasing contemporary globalisation and implementation of neoliberal agendas, the pressure on nations and cities for competitive positioning and worlding has dramatically increased everywhere in the Middle East and North Africa (MENA). In particular, the hydrocarbon-based ascension of the Arab Gulf countries and their quest to prepare for a post-oil and post-gas era, with Dubai clearly at the forefront, has given pervasive branding endeavours a particular push. Supported by technological advances and in a world of growing postmodern experiments, these places excelled in constructing hyperreal worlds and preparing virtual presentations, which perfectly fit the global attention economy.... weniger
Thesaurusschlagwörter
Nordafrika; arabische Länder; Nahost; Marketing; Image; Öffentlichkeitsarbeit; Werbung; Tourismus; Konsum
Klassifikation
Raumplanung und Regionalforschung
Marketing
Freie Schlagwörter
Golfstaaten; Image-Bildung; Tourismuswirtschaft
Titel Sammelwerk, Herausgeber- oder Konferenzband
Branding the Middle East: Communication Strategies and Image Building from Qom to Casablanca
Herausgeber
Wippel, Steffen
Sprache Dokument
Englisch
Publikationsjahr
2023
Verlag
De Gruyter
Erscheinungsort
Berlin
Seitenangabe
S. 55-160
Schriftenreihe
Studies on Modern Orient, 38
DOI
https://doi.org/10.1515/9783110741100-006
ISBN
978-3-11-074110-0
Status
Veröffentlichungsversion; begutachtet
Lizenz
Creative Commons - Namensnennung, Nicht kommerz., Keine Bearbeitung 4.0