Place marketing in the policy makers' perspective: testing a holistic model to unfold the state of the art

Barbara Masiello, Francesco Izzo, Enrico Bonetti and Raffaele Fedele

International Journal of Business and Globalisation, 2016, vol. 17, issue 3, 423-444

Abstract: In the last two decades, the multiplicity of perspectives adopted in the analysis of place marketing has led to a fragmented body of literature that presents gaps both in content and methodology. Therefore, acknowledging the recommendations of recent studies, our purpose consists in defining a holistic model of place marketing management, which gives more complete and useful suggestions for practitioners, and in testing it with an empirical research carried out through the submission of a questionnaire to Italian municipalities. Drawing on a cross-disciplinary literature review, we propose a model that recognises the existence of three different levels of analysis: 1) the place as a platform of resources; 2) the place identity, a bundle of different 'vocations'; 3) the products of the place. With reference to three levels, our model highlights the need for different strategic management processes (resource-centred versus market-driven) and suggests a number of implications for place marketing.

Keywords: place marketing; model; empirical research; municipalities; Italy; place identity; policymaking; literature review; strategic management; place image; place brand; short-term strategy; market-driven strategy; long-term strategy; resource-based strategy; territorial resources. (search for similar items in EconPapers)
Date: 2016
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