Author: Amelia Fernandez
Dr. Marc Fetscherin, an Associate Professor of International Business and Marketing and a Cornell Distinguished Faculty at Rollins College, will be speaking at the 5th World Medical Tourism and Global Healthcare Congress about place branding. His expertise is in International Marketing with a focus on branding. Specifically he focuses on topics such as global brand management, corporate branding, human brands, brand equity, brand image, brand personality, consumer brand relationships, and destination branding such as city and nation branding. During his presentation he will share the findings of his recently finished research about Place Brand Personality and how this affects tourism, migration and investment towards cities (e.g., Orlando) or states (e.g., Florida).
He has published 3 books, multiple book chapters and journal articles. His articles have appeared in peer reviewed journals such International Business Review, Thunderbird International Business Review, European Journal of International Management, Journal of Global Marketing, International Marketing Review, European Journal of Marketing, Journal of Brand Management, or Journal of Place Branding and Public Diplomacy. He is in the editorial board of the Journal of Brand Management and the Journal of Place Branding and Public Diplomacy. He is also an Expert for the Association of Place Branding and Public Diplomacy. Most recently, he was the editor of the book “Consumer Brand Relationships: Theory and Practice”. If you get a chance to speak with him at the conference, there is a good chance that he speaks your native language! He speaks 5 languages: German, English, French, Spanish and Russian.
Branding is essential for anyone looking to succeed in medical tourism, so you don’t want to miss this session!