Abstract
This chapter sets out a simple but challenging proposition: stakeholder engagement is crucial to the success of any city branding strategy, but doing it effectively requires an approach that is more democratic and exploratory than much standard practice.
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© 2011 John P. Houghton and Andrew Stevens
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Houghton, J.P., Stevens, A. (2011). City Branding and Stakeholder Engagement. In: Dinnie, K. (eds) City Branding. Palgrave Macmillan, London. https://doi.org/10.1057/9780230294790_6
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DOI: https://doi.org/10.1057/9780230294790_6
Publisher Name: Palgrave Macmillan, London
Print ISBN: 978-1-349-31758-5
Online ISBN: 978-0-230-29479-0
eBook Packages: Palgrave Business & Management CollectionBusiness and Management (R0)