Development of a Methodology for Measuring the Residents’ Utility Within Place Marketing

2015 ◽  
pp. 51-61
Author(s):  
Aleksandra Khamadieva
Keyword(s):  
Place Marketing

Nation Branding in A Transnational Marketing Context: Serbia’s Brand Positioning Through Food and Wine

2016 ◽  
Vol 4 (2) ◽  
pp. 84-99 ◽  
Author(s):  
Evinc Dogan ◽  
Goran Petkovic
Keyword(s):  
Nation Branding ◽  
Place Marketing ◽  
Brand Positioning ◽  
Country Branding ◽  
Tourism Marketing ◽  
Nation Brand ◽  
Emerging Themes ◽  
Tourism Organization ◽  
The Impact ◽  
People’S Perceptions

Food and gastronomic values of a country are distinguished assets in marketing places. The aim of this article is exploring the ways in which Serbia rebrands itself through promoting the local food and culture and positions the nation brand in a transnational marketing context. The key concepts for this research originate from the literature in place marketing and branding. The gastronomic offer is an instrument shaping people’s perceptions about Serbia that is represented and communicated through values, narratives and manifestations. Accordingly, semiotics is adopted for analysing the data, which builds on three levels: axiological, narrative and discursive. Content analysis is used as a supportive method to infer meanings from codes and to determine emerging themes overarching the units of meaning.  The tourism marketing strategy of The National Tourism Organization of Serbia (TOS) is closely examined through the touristic promotion materials (i.e. catalogues, posters, Soul Food video). In sum, the analysis results reveal how the country branding strategy of Serbia is handled in terms of the impact on the perceptions with a focus on food as a tourist attraction. The research is valuable for place-marketers, strategists, governments, and scholars from different fields of academia.

scholarly journals Patterns of place promotion, place marketing and/or place branding in Dutch municipalities

2017 ◽  
Vol 14 (2) ◽  
pp. 78-88 ◽  
Author(s):  
Martin Boisen ◽  
Peter Groote ◽  
Kees Terlouw ◽  
Oscar Couwenberg
Keyword(s):  
Place Branding ◽  
Place Marketing ◽  
Place Promotion

Marketing Town Centres: Retailing and Town Centre Management

2005 ◽  
Vol 20 (2) ◽  
pp. 183-204 ◽  
Author(s):  
Gary Warnaby ◽  
David Bennison ◽  
Barry J. Davies
Keyword(s):  
Marketing Strategies ◽  
Place Marketing ◽  
Marketing Practice ◽  
Public And Private ◽  
The Public ◽  
Wide Range ◽  
Town Centre ◽  
The Uk ◽  
Consensual Approach

The role of town centre management (TCM) schemes in the UK has expanded to incorporate a more overt and explicit focus on marketing and promotion. This paper considers the marketing/promotional activities of TCM schemes in the UK. TCM schemes operate at the interface of the public and private sectors. The implications of this are discussed, including the need for a consensual approach by a wide range of urban stakeholders, and the actual activities undertaken, influenced by the funding imperative under which such schemes operate (which impacts on the feasibility of certain activities and the efforts made to evaluate them). Comparisons are drawn between specific place marketing practice by TCM schemes and wider place marketing strategies.

scholarly journals Plan for city identity establishment and city marketing the case of Kimpo city

Dela ◽  
2004 ◽  
pp. 233-240 ◽  
Author(s):  
Kim Inn
Keyword(s):  
Competitive Advantage ◽  
Policy Implication ◽  
City Management ◽  
Place Marketing ◽  
City Marketing ◽  
Place Making ◽  
Theoretical Methods ◽  
Specific Advantage ◽  
Place Promotion ◽  
City Identity

The purpose of this study is to provide theoretical methods and practical strategies of crea-ting city identity, and to utilize them as basic tools of city management. Place marketing consists of two parts, place assets making and place promotion. Place asset making is the process of making the place-specific advantage or attractiveness and the place promotion is the process that makes notice of it. The place marketing debates and strategies is quite often confined to partial place marketing, the search for the tactical method of place promotion. However, this study examines the characteristics of full place marketing focused on the place making such as the background, concept, category, participants and principles of place making. This study finds out that the originality, specificity, and indispensability of place asset is the source of competitive advantage. The principles of place asset making are participation, learning and experience, and leadership and networks among actors. The policy implication of this study is that it is most important for the success of place marke-ting to make competitive assets and eventual city identity.

scholarly journals Challenges in Developing Urban Marketing Strategies: Evidence From Ekaterinburg

2021 ◽  
Vol 17 (4) ◽  
pp. 1137-1150
Author(s):  
D. M. Kochetkov ◽  
◽  
D.B. Vuković ◽  
E.A. Kondyurina ◽  
◽  
...  
Keyword(s):  
Swot Analysis ◽  
Marketing Strategies ◽  
Place Marketing ◽  
World Cup ◽  
Fifa World Cup ◽  
Theoretical Contribution ◽  
Mega Events ◽  
Winter Olympics ◽  
System Solution ◽  
Marketing Positioning

2018 FIFA World Cup became the first championship held in Russia and Eastern Europe. However, at that time, Russia already had experience in hosting sports mega-events such as the 2014 Winter Olympics in Sochi, the 2013 Summer Universiade in Kazan, and before that the 1980 Olympic Games in Moscow. Hosting the championship in 11 cities at once sets the 2018 FIFA World Cup apart from all these events. It gave impetus to the socio-economic development of all cities (and regions) where the matches were held, including Ekaterinburg. On the other hand, the sports mega-event provides unique opportunities for the global marketing positioning of the city. The present study examines the challenges of developing a city marketing strategy using the case of Ekaterinburg. Theoretical foundations of place marketing were employed for the analysis. Based on the critically explored concepts of place marketing and the competitiveness of the territory, the author’s 4C + 1S model was constructed. The current state of the urban environment was evaluated using a SWOT analysis conducted in a group of students. The research also analysed cities’ experience in conducting recent sports mega-events in the world and managing their facilities and infrastructure after these events. In conclusion, we formulated the proposals for Ekaterinburg’s positioning, including the improvement of the transport system, solution to environmental problems, increase in the effectiveness of the local government, and maintenance of public consensus. As a basis for specialisation, it is suggested to consider either the industry of meetings (MICE) or industrial tourism with complementary ‘natural’ and ‘historical’ directions. The proposed 4C + 1S model can be used as a methodological framework for the creation of urban marketing strategies. Additionally, the article makes a theoretical contribution to the development of place marketing. The results can be applied in further academic urban studies.

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