Marketing and Management in Places: Trends.

Author(s)

Andrea Moretta Tartaglione , Roberto Bruni ,

Download Full PDF Pages: 34-45 | Views: 386 | Downloads: 107 | DOI: 10.5281/zenodo.3441734

Volume 2 - November 2013 (11)

Abstract

Three branches of research in terms of “Place” are studied on the basis of a marketing-oriented approach underlining the relevance of the relational network and strategic planning. Place Brand and Place Management are included in the Place Marketing global strategy, identifying a management process that allows local authorities to find a unique strategy to plan the process of value creation in place through the development of network of services and economic activities, with the goal of value creation for the stakeholders of the location. 

Keywords

place marketing; place management; place brand; network; value generation

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