Titlebook: Rethinking Place Branding; Comprehensive Brand Mihalis Kavaratzis,Gary Warnaby,Gregory J. Ashwort Book 2015 Springer International Publish

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Gary Warnaby,Gregory J. Ashworth,Mihalis Kavaratzispt to improve the awareness and understanding of AMR as a threat to global health security, in the context of a One Health framework. We begin by defining antimicrobials and describing the emergence and transmission of AMR. We then describe the threats posed by AMR to global health security, in the

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Rethinking Place Identities,works, we draw upon our research and relevant literature to support our arguments. The objective of our chapter is to contribute to the understanding of place identity and its role in effective place marketing and place branding strategies.

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Rethinking Place Brand Communication: From Product-Oriented Monologue to Consumer-Engaging Dialogueeover, entering into dialogue with event staff and possibly other guests as well as performing aspects of a place generate a sense of place for place consumers, which may be hard to achieve through monologue-based place branding communication.

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