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"Regionsmarketing" als Entwicklungskonzept. Eine empirische Untersuchung in ausgewählten europäischen Regionen

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Die vorliegende Diplomarbeit befasst sich mit dem Thema „Regionsmarketing“ als ein innovatives, nicht-traditionelles Entwicklungskonzept zur regionalen Strukturverbesserung. Angesichts zunehmender wirtschaftlicher Herausforderungen – wie Globalisierung, Strukturwandel, steigende Arbeitslosigkeit und fiskalische Engpässe der öffentlichen Haushalte – rücken Regionen als Handlungsebene verstärkt in den Mittelpunkt wirtschaftsgeographischer und politischer Überlegungen. Unter dem Eindruck von EU-Integration, Binnenmarkterweiterung und regionaler Disparitäten wird zunehmend der Versuch unternommen, Regionen durch gezielte Marketingstrategien im Standortwettbewerb zu positionieren.

Die Arbeit untersucht, ob und in welcher Form das Marketing für Regionen zur Lösung struktureller Probleme beitragen kann und ob es sich als zukunftsfähiges Instrument etabliert. Während das Stadtmarketing bereits etablierte Konzepte und Erfahrungswerte vorweisen kann, befindet sich das Regionsmarketing noch in einer frühen Phase mit uneinheitlichen Ansätzen und kaum strukturierter Systematik. Die empirische Untersuchung dieser Arbeit fokussiert sich daher auf eine vergleichende Analyse unterschiedlicher europäischer Regionen, um Erkenntnisse über Motivationen, Akteure, Vorgehensweisen und Wirkungen des Regionsmarketing zu gewinnen.

Im Zentrum stehen dabei Fragen zur Abgrenzung des Regionsbegriffs, zur Übertragbarkeit von Marketingmethoden auf nicht-kommerzielle Räume und zur Relevanz der Region als Entscheidungs- und Handlungsebene. Die qualitative Untersuchung verfolgt das Ziel, konkrete Hinweise für die praktische Umsetzung von Regionsmarketing zu geben und einen Beitrag zur Schließung der bestehenden Beratungslücke zu leisten. Die Ergebnisse sollen Entscheidungsträgern in Politik, Verwaltung und Wirtschaft eine fundierte Grundlage für den Einsatz dieses Instruments im Kontext weicher regionaler Entwicklungskonzepte liefern.

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Title: "Regionsmarketing" als Entwicklungskonzept. Eine empirische Untersuchung in ausgewählten europäischen Regionen

Diploma Thesis , 1997 , 128 Pages , Grade: 1,3

Autor:in: Frank Wunderlich (Author)

Geography / Earth Science - Demographics, Urban Management, Planning
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Title
"Regionsmarketing" als Entwicklungskonzept. Eine empirische Untersuchung in ausgewählten europäischen Regionen
College
University of Bonn  (Institut für Wirtschaftsgeographie)
Grade
1,3
Author
Frank Wunderlich (Author)
Publication Year
1997
Pages
128
Catalog Number
V1128936
ISBN (eBook)
9783346495143
ISBN (Book)
9783346495150
Language
German
Tags
Regionalmarketing Wirtschaftsgeographie Politische Geographie Non-Profit-Marketing Regionenmarketing Regionsmarketing Stadtmarketing Europa der Regionen Regionale Wirtschaftsförderung Strukturförderung Städtenetz Euregio Vermarktung Regionalpolitik Geographie
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Frank Wunderlich (Author), 1997, "Regionsmarketing" als Entwicklungskonzept. Eine empirische Untersuchung in ausgewählten europäischen Regionen, Munich, GRIN Verlag, https://www.grin.com/document/1128936
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Excerpt from  128  pages
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