Marketing Places Europe
By Philip Kotler, et al.
1999
ISBN: 0-273-64442-4
314 p.
$90.00 Cloth
Europe is full of communities vying for jobs, tourists and investors. Places,
like products and services, now need to be marketed and marketed well. Market
forces keep changing and there is no room for complacency. By treating places
as businesses and applying strategic marketing and communication strategy, Marketing
Places Europe offers a winning prescription for place-sellers – business and
public officials – to bring prosperity and competitive edge to their communities
and shows place-buyers – investors, residents and visitors – how to identify
the right locality for their needs. How can we create stronger and better communities
throughout Europe? The unified Europe will comprise the largest market in the
world and the challenge to excel in the European and global marketplace has
never been greater. For the responsive community, competitive forces will invigorate
and produce new partnerships and star performers. To create more opportunities,
communities must have skills in attracting investors, business, residents and
visitors. Places, like products and services, need to be marketed with sophistication
and precision. Marketing Places Europe is the first book to offer a systematic
analysis of why many European communities have fallen on hard times and makes
positive recommendations for revitalisation in the new millennium. The book
is crammed with case-studies examining European places engaged in various strategies
to meet the competitive challenge. Some illustrate major success achieved through
the principles of placemarketing, others illustrate the dilemmas and pitfalls
that places have faced in trying to compete for resources. The book offers solutions
for a variety of challenging place situations. Marketing Places Europe helps
Europe's decision-makers to adopt a strategic marketing plan to build a better
future and bring prosperity to their communities, while those places that leave
their future to chance or inertia are left behind.
Return to the Businesss Titles Home
Page