Marketing places
Material type:
- 9780743236362
- 338.6042 KOT
Item type | Current library | Call number | Status | Date due | Barcode | Item holds |
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Gandhi Smriti Library | 338.6042 KOT (Browse shelf(Opens below)) | Available | 134020 |
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338.6 FOS "Strategy, economic organisation and the knowledge economy" | 338.6041 DAV "New Capitalists: how citizen investors are reshaping the corporate agenda / Stephen Davis, Jon Lukomnik and David Pitt-Watson" | 338.6042 CLU Clusters and globalization | 338.6042 KOT Marketing places | 338.6048 CON Improving international competition order | 338.6048 IDE Ideology and national competitiveness | 338.6048 MOT Competition policy: theory and practice |
From studies of cities and nations throughout the world, Kotler, Haider, and Rein offer a systematic analysis of why so many places have fallen on hard times, and make recommendations on what can be done to revitalize a place's economy. They show how "place wars" -- battles for Japanese factories, government projects, Olympic Games, baseball team franchises, convention business, and other economic prizes -- are often misguided and end in wasted money and effort. The hidden key to vigorous economic development, the authors argue, is strategic marketing of places by rebuilding infrastructure, creating a skilled labor force, stimulating local business entrepreneurship and expansion, developing strong public/private partnerships, identifying and attracting "place compatible" companies and industries, creating distinctive local attractions, building a service-friendly culture, and promoting these advantages effectively.
Strategic marketing of places requires a deep understanding of how "place buyers" -- tourists, new residents, factories, corporate headquarters, investors -- make their place decisions. With this understanding, "place sellers" -- economic development agencies, tourist promotion agencies, mayor's offices -- can take the necessary steps to compete aggressively for place buyers. This straightforward guide for effectively marketing places will be the framework for economic development in the 1990s and beyond.
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