Building a milieu for city marketing and branding

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Chapter 7 in Urban Strategies for Culture-Driven Growth, 2016, pp 90-108 from Edward Elgar Publishing

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.

Keywords: Business and Management; Economics and Finance; Geography; Urban and Regional Studies (search for similar items in EconPapers)
Date: 2016
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Citations: View citations in EconPapers (2)

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