Two Concepts Of Place Competition And Specificity Of Targeting In Place Marketing

Kirill Rozhkov ()
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Kirill Rozhkov: National Research University Higher School of Economics

HSE Working papers from National Research University Higher School of Economics

Abstract: This paper demonstrates opportunities for the development of the place marketing theory given by pure model of local expenditures (Tiebout 1956) and concepts of the creative class (Florida 2004) and creative city (Bianchini and Landry 1995). Rethinking them in marketing terms, we then analyze their limitations and show why their re-examining can support competition analysis, targeting, and marketing policy of places. In the discussion section, main directions of theoretical research in place marketing are highlighted

Keywords: targeting; place competition; place user; Tiebout model; creative city; creative class (search for similar items in EconPapers)
JEL-codes: M31 O18 (search for similar items in EconPapers)
Pages: 14 pages
Date: 2013
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Published in WP BRP Series: Management / MAN, December 2013, pages 1-14

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