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Place Marketing in Conditions of the Forming Digital Economy

Author

Listed:
  • Natalya Yu. Vlasova

    (Ural State University of Economics)

  • Yelena S. Kulikova

    (Ural State University of Economics)

Abstract

The paper aims to systematise principal concepts in the field of digital marketing and virtual po? tential of a territory. The authors suggest their own interpretation of the concept “digital place market? ing”. On the basis of the theories of digital economy the authors identify peculiarities and fundamental changes occurring in the sphere of place marketing and branding in the era of digitalisation. The research considers the possibility of using digital channels of interaction in marketing of territories and reveals their advantages. The paper discusses the concept and structure of virtual potential of a territory and formulates a methodological approach to its analysis. Having performed a comparative analysis of of? ficial portals of the largest cities of the Russian Federation with the use of a set of e-metrics, and analysis of the representation of the largest cities of the Russian Federation in various social networks the authors conclude that it is necessary to form an integral concept of digital identity of the Russian largest cities.

Suggested Citation

  • Natalya Yu. Vlasova & Yelena S. Kulikova, 2018. "Place Marketing in Conditions of the Forming Digital Economy," Journal of New Economy, Ural State University of Economics, vol. 19(3), pages 69-81, June.
    • Handle: RePEc:url:izvest:v:19:y:2018:i:3:p:69-81
    DOI: 10.29141/2073-1019-2018-19-3-7
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    References listed on IDEAS

    as
    1. Robert Govers, 2015. "Rethinking Virtual and Online Place Branding," Springer Books, in: Mihalis Kavaratzis & Gary Warnaby & Gregory J. Ashworth (ed.), Rethinking Place Branding, edition 127, chapter 0, pages 73-83, Springer.
    2. Sonya Azad Hanna & Jennifer Rowley, 2015. "Rethinking Strategic Place Branding in the Digital Age," Springer Books, in: Mihalis Kavaratzis & Gary Warnaby & Gregory J. Ashworth (ed.), Rethinking Place Branding, edition 127, chapter 0, pages 85-100, Springer.
    3. Olga Kolotouchkina & Gildo Seisdedos, 2018. "Place branding strategies in the context of new smart cities: Songdo IBD, Masdar and Skolkovo," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 14(2), pages 115-124, May.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    digital economy; digital place marketing; Web 2.0; virtual potential of a territory; city website; the largest city;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • R10 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General Regional Economics - - - General

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