Measuring Success in Place Marketing and Branding

Sebastian Zenker, Nicole Martin

Research output: Contribution to journalJournal articleResearchpeer-review

Abstract

As the competition between them increases, cities focus more and more on establishing themselves as brands. Consequently, cities invest an extensive amount of taxpayers’ money into their marketing activities. Unfortunately, cities still lack a proper success measurement, which has raised questions regarding the efficient and effective use of taxpayers’ money. With this contribution, we want to highlight some existing, but primarily new, possibilities for a complex success measurement in place marketing, referring to the extant literature on place marketing and the general field of marketing. Therefore, we strive to translate different concepts such as customer equity or customer satisfaction into the lexicon of place marketing, thus identifying empirical gaps for further research, as well as existing fruitful approaches.
Original languageEnglish
JournalPlace Branding and Public Diplomacy
Volume7
Issue number1
Pages (from-to)32-41
ISSN1751-8040
DOIs
Publication statusPublished - 2011
Externally publishedYes

Bibliographical note

CBS Library does not have access to the material

Cite this

@article{f6b226ee621f459f8ab692548e1c1e42,
title = "Measuring Success in Place Marketing and Branding",
abstract = "As the competition between them increases, cities focus more and more on establishing themselves as brands. Consequently, cities invest an extensive amount of taxpayers’ money into their marketing activities. Unfortunately, cities still lack a proper success measurement, which has raised questions regarding the efficient and effective use of taxpayers’ money. With this contribution, we want to highlight some existing, but primarily new, possibilities for a complex success measurement in place marketing, referring to the extant literature on place marketing and the general field of marketing. Therefore, we strive to translate different concepts such as customer equity or customer satisfaction into the lexicon of place marketing, thus identifying empirical gaps for further research, as well as existing fruitful approaches.",
keywords = "Place marketing, Success measurement, Citizen equity, Citizen satisfaction, Resident migration scale, Place brand equity",
author = "Sebastian Zenker and Nicole Martin",
note = "CBS Library does not have access to the material",
year = "2011",
doi = "10.1057/pb.2011.5",
language = "English",
volume = "7",
pages = "32--41",
journal = "Place Branding and Public Diplomacy",
issn = "1751-8040",
publisher = "Palgrave Macmillan Ltd.",
number = "1",

}

Measuring Success in Place Marketing and Branding. / Zenker, Sebastian; Martin, Nicole.

In: Place Branding and Public Diplomacy, Vol. 7, No. 1, 2011, p. 32-41.

Research output: Contribution to journalJournal articleResearchpeer-review

TY - JOUR

T1 - Measuring Success in Place Marketing and Branding

AU - Zenker, Sebastian

AU - Martin, Nicole

N1 - CBS Library does not have access to the material

PY - 2011

Y1 - 2011

N2 - As the competition between them increases, cities focus more and more on establishing themselves as brands. Consequently, cities invest an extensive amount of taxpayers’ money into their marketing activities. Unfortunately, cities still lack a proper success measurement, which has raised questions regarding the efficient and effective use of taxpayers’ money. With this contribution, we want to highlight some existing, but primarily new, possibilities for a complex success measurement in place marketing, referring to the extant literature on place marketing and the general field of marketing. Therefore, we strive to translate different concepts such as customer equity or customer satisfaction into the lexicon of place marketing, thus identifying empirical gaps for further research, as well as existing fruitful approaches.

AB - As the competition between them increases, cities focus more and more on establishing themselves as brands. Consequently, cities invest an extensive amount of taxpayers’ money into their marketing activities. Unfortunately, cities still lack a proper success measurement, which has raised questions regarding the efficient and effective use of taxpayers’ money. With this contribution, we want to highlight some existing, but primarily new, possibilities for a complex success measurement in place marketing, referring to the extant literature on place marketing and the general field of marketing. Therefore, we strive to translate different concepts such as customer equity or customer satisfaction into the lexicon of place marketing, thus identifying empirical gaps for further research, as well as existing fruitful approaches.

KW - Place marketing

KW - Success measurement

KW - Citizen equity

KW - Citizen satisfaction

KW - Resident migration scale

KW - Place brand equity

U2 - 10.1057/pb.2011.5

DO - 10.1057/pb.2011.5

M3 - Journal article

VL - 7

SP - 32

EP - 41

JO - Place Branding and Public Diplomacy

JF - Place Branding and Public Diplomacy

SN - 1751-8040

IS - 1

ER -