EAN: 9783954890507

SELLING THE BUSINESS LOCATION PLACE MARKETING I...

In the past decade  place marketing  country marketing and city marketing have enjoyed an
increase in recognition  especially as countries and locations have been spending more money to
encourage firms to locate their offices  and plant locations in the place marketer's area. This
is reflected in a growing number of associations  literature  media coverage and educational
courses offered. The aim of the present study is to evaluate current literature in order to
understand the importance of place marketing in general  and marketing of the Rhine Main Region
as Germany's most cosmopolitan region  in particular. For an international context  Hong Kong
and Los Angeles are used as exemplary competitors. For Los Angeles is one of the United States
most powerful cities and Hong Kong represents the gateway to China. However  the focus of the
investigation is on a B2B perspective in the marketing of the Rhine Main Region. In literature
and in practice  place marketing strategies vary from very simple to very sophisticated. After
the creation of a theoretical framework  in which the author examines place marketing from the
perspective of the marketer  and that of the business customer  the author puts the whole set
into practice with help of the Rhine Main Region  Los Angeles and Hong Kong. In the final
conclusion  she assesses the place marketing activities of the aforementioned competitors  and
tries to rank them according to their current performance.

Aktuelle Preise zur EAN 9783954890507

Produktinformationen zur 9783954890507