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Two Concepts Of Place Competition And Specificity Of Targeting In Place Marketing

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  • Kirill Rozhkov

    (National Research University Higher School of Economics)

Abstract

This paper demonstrates opportunities for the development of the place marketing theory given by pure model of local expenditures (Tiebout 1956) and concepts of the creative class (Florida 2004) and creative city (Bianchini and Landry 1995). Rethinking them in marketing terms, we then analyze their limitations and show why their re-examining can support competition analysis, targeting, and marketing policy of places. In the discussion section, main directions of theoretical research in place marketing are highlighted

Suggested Citation

  • Kirill Rozhkov, 2013. "Two Concepts Of Place Competition And Specificity Of Targeting In Place Marketing," HSE Working papers WP BRP 15/MAN/2014, National Research University Higher School of Economics.
    • Handle: RePEc:hig:wpaper:15man2013
    as

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    File URL: http://www.hse.ru/data/2014/03/17/1332650580/15MAN2013.pdf
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    References listed on IDEAS

    as
    1. Charles M. Tiebout, 1956. "A Pure Theory of Local Expenditures," Journal of Political Economy, University of Chicago Press, vol. 64(5), pages 416-416.
    2. Ron A. Boschma & Michael Fritsch, 2009. "Creative Class and Regional Growth: Empirical Evidence from Seven European Countries," Economic Geography, Taylor & Francis Journals, vol. 85(4), pages 391-423, October.
    3. Høgni Kalsø Hansen & Thomas Niedomysl, 2009. "Migration of the creative class: evidence from Sweden," Journal of Economic Geography, Oxford University Press, vol. 9(2), pages 191-206, March.
    4. Ann Markusen, 2006. "Urban Development and the Politics of a Creative Class: Evidence from a Study of Artists," Environment and Planning A, , vol. 38(10), pages 1921-1940, October.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    targeting; place competition; place user; Tiebout model; creative city; creative class;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • O18 - Economic Development, Innovation, Technological Change, and Growth - - Economic Development - - - Urban, Rural, Regional, and Transportation Analysis; Housing; Infrastructure

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