Though often ignored and still controversial in academic literature, the marketing of places is one of the major growth markets in marketing communication. This paper addresses the origins, rationale, goals and current developments in place marketing. Providing various examples, it seeks to offer an overview of the issue of place marketing that allows for critical reflection on the current trend of transferring principles from commercial marketing to (public) place marketing. Providing such an overview and reflection, the author attempts to outline relevant topics for further research.
|Udgiver||Institut for Interkulturel Kommunikation og Ledelse, IKL. Copenhagen Business School|
|Status||Udgivet - 2001|