Review by Philip Kotler
4 July 2008
Marketing is a universal process that can be applied to developing and promoting many entities, including products, services, experiences, places, persons, properties, ideas, causes, and information.
In the case of marketing places, such as nations, regions, cities, and towns, much informal marketing has gone on for centuries. London, Venice, Rome, and dozens of other great cities were known around the world both because of the accounts of travelers as well as the effort of these great cities to attract tourists, skilled workers, investors, and buyers of their products and services.
Dr. Teemu Moilanen and Dr. Seppo Rainisto produced this new book which in my mind will be one of the most valuable documents in the place marketing literature. They tell the history of place marketing (and not just place selling); they provide a framework that a place can use to build its visibility and attractiveness; and they describe many classic cases of success and failure in the areas of nation marketing as well as tourist marketing.
No nation, city or place should undertake the challenging task of marketing itself without first reading this book. This book will alert the would-be place marketing person, committee, or organization to the dozens of factors to take into account, manage, and monitor if success is to be achieved.
Professor Philip Kotler
S. C. Johnson Distinguished Professor of International Marketing
Kellogg School of Management
Northwestern University
|  |
|
Current state of Place Branding March 19, 2017
The Place Brand Observer has released a set of "Current State of Branding in .." reports, aiming at summarizing the state-of-the art in different cont...
CITY NATION PLACE AWARDS 2016 12 Nov 2016
The winners of the CNP Awards were announced at the second annual City Nation Place conference in London on 10 November. The winners were:
Best Com...
Sweden Tops 2016 Country RepTrak® Reputation Ranking 28 Jun 2016
The Reputation Institute has published a new Country Reputation study. Sweden tops the ranking this year (78.3 points), followed closely by Canada (77...
Branding Cities in the Age of Social Media 9 Mar 2016
How to use social media for city branding is a question increasingly relevant for city brand managers and marketers. In a research insight article pro...
|
|
