プランニングとマーケティングの手法 Place Marketing : Marketing in the Planning and Management of Places

Ashworth, Gregory

Routledge（2013/04発売）

• 製本 Paperback:紙装版/ペーパーバック版／ページ数 328 p.
• 言語 ENG
• 商品コード 9780415311229
• DDC分類 307.1'4

基本説明

Focusing on public sector planning and management, this book examines the uses and misues of marketing techniques as place management tools.

Full Description

Changes in the nature of cities, the behaviour and expectations of citizens, and the philosophies of governance have encouraged radical change in the way places are planned and managed. Among these reactions is the systematic and widespread incorporation of aspects of marketing within place management in public sector organizations. Focusing on public sector planning and management with its distinctive issues and objectives principally at urban and regional scales, this book examines the uses and misuses of marketing techniques as place management tools, and investigates the advantages and disadvantages of integrating market planning approaches within public sector place planning and management. Ashworth, Pellenbarg and Voogd cite cases of successful and unsuccessful practice from across the globe, and provide a long awaited critical synthesis of a voluminous and fragmented literature. Combined, this leads to the development of practice from theory and the creation of theory from practice.

Contents

Part 1: Marketing as place management 1. From marketing to place marketing 2. Marketing as an approach and instrument within public sector place management 3. Globalization and place competition 4. Place marketing as process and technique Part 2: Place Marketing in Practice 5. Specific Markets / Goals 6. Specific Places 7. Conclusion