Title: Place marketing in the policy makers' perspective: testing a holistic model to unfold the state of the art

Authors: Barbara Masiello; Francesco Izzo; Enrico Bonetti; Raffaele Fedele

Addresses: Department of Economics, University of Naples II, Corso Gran Priorato di Malta – 81043 – Capua (CE), Italy ' Department of Economics, University of Naples II, Corso Gran Priorato di Malta – 81043 – Capua (CE), Italy ' Department of Economics, University of Naples II, Corso Gran Priorato di Malta – 81043 – Capua (CE), Italy ' Department of Economics, University of Naples II, Corso Gran Priorato di Malta – 81043 – Capua (CE), Italy

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.

Keywords: place marketing; model; empirical research; municipalities; Italy; place identity; policymaking; literature review; strategic management; place image; place brand; short-term strategy; market-driven strategy; long-term strategy; resource-based strategy; territorial resources.

DOI: 10.1504/IJBG.2016.078841

International Journal of Business and Globalisation, 2016 Vol.17 No.3, pp.423 - 444

Received: 12 Jun 2015
Accepted: 23 Oct 2015

Published online: 27 Aug 2016 *

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