Place marketing: state of the art and future perspectives
DOI:
https://doi.org/10.5700/rausp1176Abstract
The purpose of this work is to contribute for rethinking the nature and meaning of place marketing in the literature, describing the three main influential perspectives in its development – promotion, planning and branding – and present a critical analysis of its evolutional process. To guide the understanding, avoid individual interpretations and propose a common language, this analysis includes the convergence of perspectives on a concept characterized as an important management tool for exchanges occurring in territorial scope aimed at socioeconomic development of the place. As a contribution, the paper presents a structure for future research by identifying gaps between the theory of place marketing and the way it is understood, as well as significant difficulties in its implementation.Downloads
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Published
2014-12-01
Issue
Section
Marketing
How to Cite
Place marketing: state of the art and future perspectives . (2014). Revista De Administração, 49(4), 671-683. https://doi.org/10.5700/rausp1176