Marketing Places地方营销

《Ma来自rketing Places地方营销》是1993年Simon & Schuster出版的一本图书，作者是Kotler, Philip。

• ISBN 9780743236362
• 副标题 Places
• 出版社 Simon & Schuster
• 作    者 Kotler, Philip
• 页    数 400

简介​

　　《Marketing Places地方营销》是1993年Simon & Schuster出版的一本图书，作者是Kotler, Philip。

内容介绍

　　Today's headlines report cities going bankrupt, states running large deficits, and nations stuck in high debt and stagnation. Philip Kotler argues that thousands of "places" - cities, states, and nations - are in crisis, and can no longer rely on national industrial policies, such as fed来自eral matching funds, as a promis慢界愿都世例e of jobs and protection. The authors show that places must, like an现留冷代知广依民职免y market-dri360百科ven business, become attractive "products" by improving 值团正波报温律厂苦their industrial 完承小宣毫多轮降架象重base and comm轴并所茶互概促穿的编线unicating their special qualities more effectively to their target markets. From st爱质资udies of cities and nations throughout the world, Kotler offer a systematic analysis of why so many places have fallen on hard times, and make recommendations on what can be 远防吃集它课互渐居迫done to revitalize a place's economy. He shows how "place wars" - battles for J控茶apanese factories, government projects, Olympic Games, ba约欢尽让seball team franchi台特映爱ses, convention business, 激材速器养and other economic prizes - are often misguided and end in wasted money and effort.The hidden key to vigorous economic develop功超察纸改需ment, the author argues, is strategic 如孩marketing of places by rebuilding in反载部夜皇世深料frastructure, creating a skilled labour force, stimulating local business entrepreneu命新常念婷rship and expansion, developing strong public/private partnerships, identifying and attracting "place compatible" companies and 管气误金是里传吧industries, cre年显院互民毛ating distinctive local attractions, buildi叫ng a service-friendly culture, and promoting these advantages effectively. Strategic marketing of places requires a deep understanding of how "place buyers" - tourists, new residents, factories, corporate headquarters, investors - make their place decisions. With this understanding, "place sellers" - economic development agencies, tourist promotion agencies, mayor's offices - can take the necessary steps to compete aggressively for place buyers.