ESCP Europe

This book presents a fresh approach ­ called strategic place marketing ­ for the revitalization of towns, cities, regions, and nations. Strategic marketing calls for designing a community to satisfy the needs of its key constituencies. Place marketing succeeds when stakeholders such as citizens, workers and business firms derive satisfaction from their community, and when visitors, new businesses and investors find their expectations met. Place marketing, at its core, embraces four activities: designing the right mix of community features and services, setting attractive incentives for the current and potential buyers and users of its goods and services, delivering a place's products and services in an efficient, accessible way, promoting the place's values and image so that potential users are fully aware of the place's distinctive advantages.