The Role of Marketing in Nation Branding and Place Branding

Jose Filipe Torres () and Richie Karaburun ()
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Jose Filipe Torres: Bloom Consulting
Richie Karaburun: New York University, School of Professional Studies

Chapter Chapter 4 in Nation and Place Branding, 2026, pp 97-123 from Springer

Abstract: Abstract Marketing plays a critical role in shaping the global perception and promotion of nations, regions, and cities. However, not all marketing is the same—understanding the nuanced differences between marketing designed to shape long-term perceptions (Nation Branding and City Branding) and marketing intended to achieve immediate, measurable goals (Nation Marketing and City Marketing) is crucial. This chapter explores the complexities and interplay between these two distinct yet complementary forms of marketing: Perception Marketing and Promotional Marketing.

Date: 2026
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DOI: 10.1007/978-3-031-97325-3_4

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