Place Event Marketing in the Asia Pacific Region : Branding and Promotion in Cities (Hardcover)

1. Introduction Waldemar Cudny 2. When Ordinary Life Becomes Extraordinary: The Branding of Hangzhou, China during the 2016 G20 Summit Shu-Wei Tsai 3. Branding Shanghai as a Global City Through China Shanghai International Arts Festival Yifan Xu 4. Events Across ASEAN: Product-Oriented Regeneration and Value-Added Image Promotion Nicholas Wise 5. Brand Association With a Participant Sporting Event: The Case of the Okinawa Marathon in Japan Yosuke Tsuji and Carolin Schlueter 6. The Socio-Economic and Branding Impacts of an International Sporting Event in Japan: Le Tour de France Saitama Criterium Daichi Oshimi 7. From Religious Festival to Cultural Carnival: Durga Puja and the City Branding of Kolkata, India Aparajita De 8. Film, Fashion, Events and City Branding of Mumbai, India Sanjukta Sattar 9. "It’s Coming Home!": Leveraging Legacies in the City of Sails Richard Keith Wright and Christopher Barron 10. Conclusions Waldemar Cudny