Showing posts from November, 2009



Estão abertas as candidaturas para IP Cross Cultural Management – um programa Intensivo Erasmus, iniciativa do EuroMed Research Business Institute, financiado pela Hellenic State Scholarships Institution e pelo LLP ERASMUS da Comissão Europeia

The “Cross-Cultural Management” Intensive Programme is an initiative of the EuroMed Research Business Institute funded by the Hellenic State Scholarships Institution under the ERASMUS LLP of the European Commission. The programme is designed to promote the idea of Cross-Cultural Management training between students and academics, of different cultural backgrounds, throughout Europe. It will be implemented as an intensive two-week summer school.

Student benefits

The European Union will cover 75% of your travel expenses and will also give you a grant of 478 € that will cover your subsistence costs (accommodation, meals etc). You do not have to pay any fees for attending the course.

Upon successful participation, students will …

Champagne phenomenon by Kavaratzis e Ashworth 2008

Não é tarefa simples relacionar o conceito de produto, com o de lugar numa perspectiva de marketing ou promoção através da definição de uma marca. Alguns especialistas, quer de formação académica, quer com experiência prática em marketing, tendem a concordar que não existem dificuldades práticas na transposição de produtos físicos para produtos do território. Clássicos, como Kotler et al. (1993, 1999), refere que os lugares podem ser vistos como extensões físicas, sendo que as técnicas do processo de marketing podem ser aplicas ao território. No entanto, Kavaratzis e Ashworth (2008: 152) referem que as técnicas do marketing, quando aplicadas a espaços geográficos, como fazendo parte de processos de gestão territorial, é uma forma significativamente diferente de marketing, lê-se “(…) that marketing when applied to places, as part of their management in pursuit of collective goals and undertaken by public agencies, is a significantly different form of marketing”.
Kavaratzis e Ashworth (2…

Place Branding: New Tools for Economic Development

Place Branding: New Tools for Economic Development

by George Allen, Design Management Review Spring 2007

The principle that cities and regions can be branded is a natural extension of corporate brand theory. George Allen, using several examples, explains how this reality offers new opportunities for attracting economic development and tourism. He also reviews the unique dimensions of place branding that make it an especially challenging task.

The idea that physical places can be branded is a natural extension of corporate
brand theory. Indeed, it is generally accepted that places, as defined by culture, politics, and geography, are increasingly seen to be products, as subject
to brand management practices as a cup of coffee or a car. For brand and design managers, this opens up new opportunities within the world’s number- one industry—tourism—and within larger economic development initiatives.

However, the branding of places is not without its unique challenges, whichgo far beyond a compell…

EMAC McKinsey Marketing Dissertation Award

new generation of marketing experts is developing the theories and tools that will shape the future of our field. The Marketing Dissertation Award, initiated by EMAC and McKinsey & Company, recognizes and encourages this emerging talent. In addition to receiving a cash prize, finalists have a chance to present their work at the EMAC conference 2010.

This distinguished award was presented for the first time on May 29 at the EMAC conference in Nantes. The winner of the 2009 EMAC McKinsey Marketing Dissertation Award was Lien Lamey, for the dissertation she submitted to Catholic University Leuven, “The Private-Label Nightmare: Can National Brands Ever Wake Up?” Read more …

Increase the reach of your dissertation – apply for the Marketing Dissertation Award.