Magical Touch of Marketing: Matching Promotion with the 4 R’s of Place Branding

Place marketing has been an object of study since the 1960s; however, even though in the last two decades there has been an increase in research, there is a lack of studies about ‘magic’ in promoting a place because it is a critical topic and an under theorised construct in academia, in general. Debate continues about the marketing strategies and campaigns because of not only the outcomes of continued use of promotional activities of place marketing but also because of the influential aspect of such activities towards emergent countries or cities. The purpose of this paper is to match the P for Promotion from the Marketing Mix model (McCarthy, 1964) with the 4 R’s of the Place Branding model (Aitken & Campelo, 2011) - in order to convey a suggested guideline for the creation of activities in a national park setting. This qualitative research is exploratory in nature, undertaking secondary data collection and content analysis for data interpretation. This paper provides not only awareness of the inappropriate promotion of particular places but also contributes to existing knowledge of place branding literature by providing an understanding of promotion as a potential communication and marketing force – if using appropriate channels and messages – perhaps with a ‘magical’ touch

Does promotion have the magic touch? Matching the 4 P’s with the 4 R’s of place branding

Place marketing has been an object of study since the 1960s; however, even though in the last two decades there has been an increase in research, there is a lack of studies about ‘magic’ in promoting a place because it is a critical topic and an under theorised construct in academia, in general. Debate continues about the marketing strategies and campaigns because of not only the outcomes of continued use of promotional activities of place marketing but also because of the influential aspect of such activities towards emergent countries or cities. The purpose of this paper is to match the P for Promotion from the Marketing Mix model (McCarthy, 1964) with the 4 R’s of the Place Branding model (Aitken & Campelo, 2011) - in order to convey a suggested guideline for the creation of activities in a national park setting. This qualitative research is exploratory in nature, undertaking secondary data collection and content analysis for data interpretation. This paper provides not only awareness of the inappropriate promotion of particular places but also contributes to existing knowledge of place branding literature by providing an understanding of promotion as a potential communication and marketing force – if using appropriate channels and messages – perhaps with a ‘magical’ touch

Produção de alpínia em cultivo protegido na região litorânea do estado do Ceará.

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Análise econômica da bananeira "Pacovan Ken" em função de diferentes tensões de água do solo.

O trabalho avaliou economicamente a bananeira ?Pacovan Ken? sob diferentes tensões de água no solo, relacionando os custos de produção obtidos pela aplicação de água e as receitas alcançadas através da produtividade para cada tratamento. O experimento foi realizado em um solo tipo Cambissolo, em Limoeiro do Norte, Ceará, utilizando a cultivar Pacovan Ken irrigada por microaspersão. Os tratamentos consistiram em iniciar as irrigações quando a tensão da água na zona radicular da cultura (0-0,4 m) atingisse -15, -30, -45 e -60 kPa. Três sensores de resistência elétrica tipo matriz granular (modelo Watermark) foram instalados em cada parcela (0,15; 0,30 e 0,50 m). Nas avaliações de produção foram utilizadas quatro plantas situadas na fileira dupla central de cada parcela. Para cálculo do custo da irrigação (Ci) foi adotado apenas o custo de aplicação da água, considerando uma situação hipotética padrão para irrigação de uma área de 5,0 ha. A melhor relação custo/benefício encontrada para a cultivar de banana Pacovan Ken na região estudada foi obtida quando as irrigações eram iniciadas na tensão de água no solo de -15 kPa, apresentando uma menor sensibilidade à variação de preço do produto, além do maior índice de lucratividade

Pairing-based authentication protocol for V2G networks in smart grid

[EN] Vehicle to Grid (V2G) network is a very important component for Smart Grid (SG), as it offers new services that help the optimization of both supply and demand of energy in the SG network and provide mobile distributed capacity of battery storage for minimizing the dependency of non-renewable energy sources. However, the privacy and anonymity of users¿ identity, confidentiality of the transmitted data and location of the Electric Vehicle (EV) must be guaranteed. This article proposes a pairing-based authentication protocol that guarantees confidentiality of communications, protects the identities of EV users and prevents attackers from tracking the vehicle. Results from computing and communications performance analyses were better in comparison to other protocols, thus overcoming signaling congestion and reducing bandwidth consumption. The protocol protects EVs from various known attacks and its formal security analysis revealed it achieves the security goals.Roman, LFA.; Gondim, PRL.; Lloret, J. (2019). Pairing-based authentication protocol for V2G networks in smart grid. Ad Hoc Networks. 90:1-16. https://doi.org/10.1016/j.adhoc.2018.08.0151169

Eficiencia na irrigaçao para a produçao integrada do meloeiro (Cucumis melo L.)

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Manejo da irrigação na produção de helicônia (H. bihai).

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