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.
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.
LanguageEnglish
JournalPlace Branding and Public Diplomacy
Volume7
Issue number1
Pages32-41
ISSN1751-8040
DOIs
StatePublished - 2011
Externally publishedYes

Bibliographical note

CBS Library does not have access to the material

Keywords

    Cite this

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    keywords = "Place marketing, Success measurement, Citizen equity, Citizen satisfaction, Resident migration scale, Place brand equity",
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    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

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    AU - Martin,Nicole

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    PY - 2011

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    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.

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    KW - Success measurement

    KW - Citizen equity

    KW - Citizen satisfaction

    KW - Resident migration scale

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