Place marketing in the policy makers' perspective: testing a holistic model to unfold the state of the art Online publication date: Sat, 03-Sep-2016
by Barbara Masiello; Francesco Izzo; Enrico Bonetti; Raffaele Fedele
International Journal of Business and Globalisation (IJBG), Vol. 17, No. 3, 2016
Abstract: In the last two decades, the multiplicity of perspectives adopted in the analysis of place marketing has led to a fragmented body of literature that presents gaps both in content and methodology. Therefore, acknowledging the recommendations of recent studies, our purpose consists in defining a holistic model of place marketing management, which gives more complete and useful suggestions for practitioners, and in testing it with an empirical research carried out through the submission of a questionnaire to Italian municipalities. Drawing on a cross-disciplinary literature review, we propose a model that recognises the existence of three different levels of analysis: 1) the place as a platform of resources; 2) the place identity, a bundle of different 'vocations'; 3) the products of the place. With reference to three levels, our model highlights the need for different strategic management processes (resource-centred versus market-driven) and suggests a number of implications for place marketing.
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Business and Globalisation (IJBG):
Login with your Inderscience username and password:
Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.
If you still need assistance, please email subs@inderscience.com
Our Blog 
Follow us on Twitter 
Visit us on Facebook