Two Concepts of Place Competition and Specificity of Targeting in Place Marketing

14 Pages Posted: 26 Dec 2013 Last revised: 20 Jul 2016

See all articles by Kirill Rozhkov

Kirill Rozhkov

National Research University Higher School of Economics

Date Written: December 24, 2013

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.

Keywords: targeting, place competition, place user, Tiebout model, creative city, creative class

JEL Classification: M31, O18

Suggested Citation

Rozhkov, Kirill, Two Concepts of Place Competition and Specificity of Targeting in Place Marketing (December 24, 2013). Higher School of Economics Research Paper No. BRP 15/MAN/2013. Available at SSRN: https://ssrn.com/abstract=2371691 or http://dx.doi.org/10.2139/ssrn.2371691

Kirill Rozhkov (Contact Author)

National Research University Higher School of Economics ( email )

Myasnitskaya street, 20
Moscow, Moscow 119017
Russia

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