Marketing Places. A Resource-Based Approach and Empirical Evidence from the European Experience

21 Pages Posted: 30 Jul 2001

Date Written: June 2001

Abstract

The development of socio-economic areas is a critical issue in both the academic and managerial fields. In this paper, places are metaphorically considered as enterprises: they should use marketing strategies because of increasing competition and the need to satisfy their stakeholders and customers. Marketing places is regarded as indispensable not only in terms of its logical and conceptual foundations, but also in terms of operative implications. The strategies for marketing places are presented in a resource and knowledge-based perspective rather than the "traditional" product-based perspective, and so emphasis is placed on trust and knowledge as critical resources, and strategic place marketing based on relational resources and networking activities. Co-evolution between places and their firms is analysed. In a resource-based perspective, every place can be seen as a learning organisation competing in the knowledge economy. Evidence from the European and Italian experience is presented.

Keywords: Marketing Places, Resources, Competition, Non profit marketing

JEL Classification: M31, R00

Suggested Citation

Ancarani, Fabio, Marketing Places. A Resource-Based Approach and Empirical Evidence from the European Experience (June 2001). SDA Bocconi, Research Division Working Paper No. 01/55, Available at SSRN: https://ssrn.com/abstract=278264 or http://dx.doi.org/10.2139/ssrn.278264

Fabio Ancarani (Contact Author)

SDA Bocconi ( email )

Via Bocconi 8
Milan, Milan 20136
Italy

Do you have a job opening that you would like to promote on SSRN?

Paper statistics

Downloads
731
Abstract Views
3,629
rank
44,718
PlumX Metrics