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
|  |
|
4 Tips How to Maintain Established Place Brands: ‘Second Phase’ Place Branding Issues and Priorities 7 May 2018
Many places, especially popular cities like Barcelona, Copenhagen, Berlin etc., are now entering a ‘second phase’ in their branding and marketing. The...
Why One Size Fits All City Brands Are Doomed to Fail: And How to Do It Better 3 May 2018
One-size-fits all city brands are common, but not always useful, argue Sebastian Zenker and Erik Braun in a recent research article. We asked Sebastia...
Place Branding Gathering Momentum: 2018 Research Priorities and Future Directions 24 April 2018
Place branding is gathering momentum, write Mihalis Kavaratzis and Charles Dennis in their editorial article, introducing a special edition of the jou...
4 Factors Influencing Place Branding Practice in 2018: New Markets, Niche Consumers 16 March 2018
Focus on new markets and niche consumers is one of the main trends likely to influence place branding practice in 2018, according to The Place Brand O...
|
|
