Lecturer in Marketing

Contact Details

• Tel: +44 (0) 116 252 5630
• Email: m.kavaratzis@le.ac.uk
• Office: Room 613, Level 6, Ken Edwards Building
• Office Hours: By appointment

Biography

I joined the School of Management in September 2010, having previously been Associate Professor of Marketing and Tourism at the International Business School in Budapest, Hungary.

I was born in Athens, Greece. I’ve studied Business Administration (University of Piraeus, Greece) and Marketing (University of Stirling, Scotland). I have also worked as Marketing Manager for an independent elementary school in Kifissia, Greece before deciding to go back to the academia to pursue a PhD on City Marketing at the University of Groningen in the Netherlands, where I’ve lived for five years.

Research Interests

My main research interests lie in the interface between my two main passions: marketing and places. The theory and practice of city and regional marketing and, especially, the application of branding within place management are the focus of most of my research projects and publications.

Within this line of research, a specific focus lies on the effects of place branding campaigns on the social and cultural mosaic of contemporary cities. The establishment of the interdisciplinary theoretical roots of place marketing in marketing, cultural geography and urban planning, amongst others, is also a field of my explorations.

I find tourism as a phenomenon also fascinating (both as an academic and as a tourist); therefore, my research interests include tourism destination marketing, tourism planning & development and hospitality marketing. Corporate-level marketing and marketing in the non-profit and voluntary sector as well as the application of marketing in non-business situations are also in my list of attractive fields of inquiry.

PhD Supervision

I would be interested to supervise dissertations on any of the following: Place/City Marketing, Place/City Branding, Tourism Destination Marketing, Hospitality Marketing, Tourism Management & Planning, Corporate Marketing, Non-Profit Marketing.

Teaching

MN7281 Principles and Practices of Marketing (MSc in Marketing)
MN7316 Services Marketing (MSc in Marketing)

Workshop and Conference Organisation

Co-organiser/Member of the Scientific Committee of the International Conference ‘Branding Cities: The Search for Place Identity’, 20-23 January 2010, Bogota, Colombia.

Co-organiser/Member of the Scientific Committee of the International Conference ‘Marketing Cities: Place Branding in Perspective’, 4-6 December 2008, Berlin, Germany.

Co-organiser of five Special Sessions on ‘Place Marketing as a Competitive Strategy for Europe’ at the EUGEO 2007 Conference, 20-23 August 2007, Amsterdam, The Netherlands.

Co-organiser of the URSI International Seminar on Place Marketing, 7 December 2006, Groningen, The Netherlands

Other

Member of the Editorial Board of Journal of Town and City Management.
Member of BestPlace: The European Place Marketing Institute.
Reviewer for journals such as: Urban Studies, Cities, Journal of Brand Management, Journal of Marketing Management, Place Branding and Public Diplomacy, Journal of Town and City Management, Journal of Place Management and Development.

Most Recent Publications

Ashworth, GJ and Kavaratzis, M (Eds), 2010, Towards Effective Place Brand Management: Branding European Cities and Regions, Cheltenham, UK and Northampton, MA, USA: Edward Elgar.

Refereed Journal Articles
Kavaratzis M, 2011, The Dishonest Relationship between City Marketing and Culture: Reflections on the Theory and the Case of Budapest, Journal of Town and City Management, Vol. 1, No. 4.

Kavaratzis M, 2009, Cities and Their Brands: Lessons from Corporate Branding, Place Branding and Public Diplomacy, 5 (1), 26-37.

Ashworth GJ and Kavaratzis M, 2009, Beyond the Logo: Brand Management for Cities, Journal of Brand Management, 16 (8), 520-531.

Kavaratzis M, 2009, What Can We Learn from City Marketing Practice?, European Spatial Research and Policy, 16 (1), 41-58.

Kavaratzis M and Ashworth GJ, 2008, Place marketing: How did we get here and where are we going?, Journal of Place Management and Development, 1 (2), 150-165

Edited Volume
Ashworth, GJ and Kavaratzis, M (Eds), 2010, Towards Effective Place Brand Management: Branding European Cities and Regions, Cheltenham, UK and Northampton, MA, USA: Edward Elgar.

Edited Journal Special Issues
Kavaratzis M and Kalandides A, forthcoming, Special Issue on ‘Place Branding Practice’, Journal of Town and City Management, 2 (2).

Kavaratzis M and Kalandides A, 2011, Special Issue on ‘Branding Cities: The Search for Place identity’, Journal of Place Management and Development, 4 (1).

Kalandides A and Kavaratzis M, 2009, Special Issue on ‘Marketing Cities: Place Branding in Perspective’,  Journal of Place Management and Development, 2 (1)

Invited Lectures
Kavaratzis M and Kalandides A, 2011, Clarifying Major Place Branding Concepts, Opening Lecture at the International Conference ‘Branding cities: The Search for Place Identity’, 20-23 January, Bogota, Colombia.

Kavaratzis M, 2010, Place Image and Place Branding: Key Elements of a Successful Regional Branding Strategy, Invited Lecture at the UIMP International Seminar: Regional Branding and Europe 2020, 21 July, Santander, Spain.

Kavaratzis M, 2010, Place Marketing 101, Invited Lecture at the AERA International Destination Marketing Conference, 9 March, Budapest, Hungary.

Kavaratzis M, 2009, Branding Tourism Destinations: Preconditions and Communication (in Greek), Invited Lecture at the Municipality of Heraklion International Conference: City Identities and Brands, 9 November, Heraklion, Greece.

Book Chapters
Ashworth GJ and Kavaratzis M, 2011, Why Brand the Future with the Past? The Role of heritage in the construction and promotion of place brand reputations, in Go F and Govers R (eds), International Place Branding Yearbook 2011, London: Palgrave MacMillan.

Kavaratzis M, 2010, Is Corporate Branding Relevant to Places?, in Ashworth GJ and M Kavaratzis (eds), Towards Effective Place Brand Management: Branding European Cities and Regions and Regions, Cheltenham, UK and Northampton, MA, USA: Edward Elgar.

Refereed Conference Papers
Ashworth GJ, Kavaratzis M and Kalandides A, 2010, Back to basics: The nature of place branding and its relation to strategic planning, paper presented at the 2nd International Colloquium on Place Marketing and Nation Branding, Brunel University, 23-24 September, London, UK.

Braun E, Kavaratzis M and Zenker S, 2010, My City – My Brand: The Role of Residents in Place Branding, paper presented at the ERSA 2010 Conference, 19-22 August, Jonkoping, Sweden.

Kavaratzis M and Ashworth GJ, 2009, Re-examining the application of branding to places: Current state and future needs, paper presented at the 5th International Colloquium of the Academy of Marketing’s Brand, Corporate Identity and Reputation SIG, 1-3 September, Cambridge, UK.

Kavaratzis M and Kalandides A, 2009, Place Branding as a Strategic Instrument in Urban Development, paper presented at the 5th International Colloquium of the Academy of Marketing’s Brand, Corporate Identity and Reputation SIG, 1-3 September, Cambridge, UK.

Ashworth GJ and Kavaratzis M, 2008, Place marketing: How did we get here? - And the way forward, paper presented at the Institute of Place Management Inaugural Conference, 26-29 February, London, UK

Full listing of publications

Refereed Journal Articles
Kavaratzis M, 2007, City Marketing: The Past, the Present and Some Unresolved Issues, Geography Compass, 1 (3), 695-712.

Kavaratzis M and Ashworth GJ, 2007, Partners in Coffeeshops, Canals and Commerce: Marketing the City of Amsterdam, Cities, 24 (1), 16-25.

Kavaratzis M, 2005, Place Branding: A Review of Trends and Conceptual Models, The Marketing Review, 5 (4), 329-342.

Kavaratzis M and Ashworth GJ, 2005, City Branding: An Effective Assertion of Identity or a Transitory Marketing Trick?, Tijdschrift voor Economische en Sociale Geografie, 96 (5), 506-514.

Kavaratzis M, 2004, From City Marketing to City Branding: Towards a Theoretical Framework for Developing City Brands, Place Branding and Public Diplomacy, 1 (1), 58-73

Invited Lectures
Kavaratzis M and Kalandides A, 2008, Closing Lecture at the International Conference ‘Marketing cities: Place branding in perspective’, 4-6 December, Berlin, Germany.

Kavaratzis M, 2006, Before the Campaign: Preconditions for Successful City Branding, Invited Lecture at the Municipality of Kavala Conference: Designing City Branding Campaigns, 9-10 November 2006, Kavala, Greece.

Kavaratzis M, 2006, Are Cities Brands?, Invited Lecture at the Positioning Group Symposium: City Branding, 22 November 2006, Rotterdam, The Netherlands.

Kavaratzis M, 2006, The Place of Place Marketing in the Academic World, Invited Presentation at the URSI Seminar on Place Marketing, 7 December 2006, Groningen, The Netherlands.

Kavaratzis M, 2006, Branding European Cities, Invited Lecture at the HMV ACTIS Conference, 11 May 2006, Groningen, The Netherlands.

Kavaratzis M, 2005, The Treatment of Regions in the Theory and Practice of Place Marketing, Invited Lecture at the URSI Discussion Meeting on the Concept of Regions, 3 March 2005, Groningen, The Netherlands.

PhD Thesis
Kavaratzis M, 2008, From City Marketing to City Branding: An Interdisciplinary Analysis with Reference to Amsterdam, Budapest and Athens, PhD Thesis, University of Groningen, The Netherlands.

Refereed Conference Papers
Kavaratzis M, 2007, The Challenges of City Marketing Practice: Marketing Budapest, paper presented at the EUGEO 2007 Conference, 20-23 August, Amsterdam, The Netherlands.

Kavaratzis M, 2007, Can Cities Use Corporate Branding?, paper presented at the ATINER 5th International Conference on Business, 2-3- July, Athens, Greece.

Kavaratzis M and Ashworth GJ, 2006, Beneath Catchy Slogans: European Cities as Corporate Brands, paper presented at the 2nd Annual Colloquium of the AM’s Brand and Corporate Reputation SIG, 7-8 September 2006, Manchester, UK.

Kavaratzis M and Ashworth GJ, 2006, Changing the Tide: The Campaign to Re-brand Amsterdam, paper presented at the ERSA 2006 Conference, 30 August – 3 September 2006, Volos, Greece.

Kavaratzis M, 2006, City Branding: A Useful Tool and Distinct Focus for Planning, paper presented at the World Planning Schools Congress, 11-16 July 2006, Mexico City, Mexico.

Ashworth GJ and Kavaratzis M, 2006, ‘Venice on the Amstel’ or ‘Capital of Dirt and Disorder”: Re-branding Amsterdam, paper presented at the AM’s Special Interest Group Arts and Heritage Marketing Conference, 7 March 2006, London, UK.

Kavaratzis M, 2005, Branding the City through Culture and Entertainment, paper presented at the AESOP 2005 Conference, 13-18 July 2005, Vienna, Austria.

Kavaratzis M, 2005, Place Branding: A Review of Trends and Conceptual Models, paper presented at the Academy of Marketing 2005 Conference, 5-8 July 2005, Dublin, Ireland.

Kavaratzis M and Ashworth GJ, 2004, City Branding: Useful Planning Instrument or Deceptive Irrelevance?, paper presented at the IFHP International Spring Conference, 30 May – 2 June 2004, Vilnius, Lithuania.

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