POSITIONING – THE FOUNDATION OF THE MARKETING STRATEGY FOR CITIES AND REGIONS

Andrzej Szromnik

Economic and Regional Studies (Studia Ekonomiczne i Regionalne), 2011, vol. 04, issue 2

Abstract: The author presents the characteristics and major conditions and stages of the positioning strategies adopted by territorial entities. The discussed issues are referred to the marketing strategies of the cities and regions in which positioning performs a significant function. The paper discusses the objectives of positioning strategies for cities and regions and identifies their main types. The second part of the paper includes operational and methodological comments related to implementing positioning strategies. The author presents the process of developing perception maps and different interpretations of such maps referred to different combinations of their descriptive characteristics. All the presented considerations are based on domestic and foreign marketing literatures.

Keywords: Marketing (search for similar items in EconPapers)
Date: 2011
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Persistent link: https://EconPapers.repec.org/RePEc:ags:plecrs:264847

DOI: 10.22004/ag.econ.264847

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