In the past decade place marketing, country marketing and city marketing have enjoyed an increase in recognition, especially as countries and locations have been spending more money to encourage firms to locate their offices and plant locations in the place marketer's area. This is reflected in a growing number of associations, literature, media coverage and educational courses offered.
The aim of the present thesis is to evaluate current literature in order to understand the importance of place marketing in general and marketing of the Rhine Main Region, as Germany´s most cosmopolitan region, in particular. For an international context Hong Kong and Los Angeles are used as exemplary competitors. Los Angeles being one of the United States most powerful cities and Hong Kong representing the gateway to China. However, the focus of my investigation is on a B2B perspective in the marketing of the Rhine Main Region.
In literature and in practice, place marketing strategies vary from very simple to very sophisticated. Through examination of the aforementioned business locations I find out that there are huge differences in the approach and execution.
After the creation of a theoretical framework, in which I examine place marketing from the perspective of the marketer and that of the business customer, I put the whole set into practice with help of the Rhine Main Region, Los Angeles and Hong Kong. In my final conclusion I assess the place marketing activities of the aforementioned competitors and try to rank them according to their current performance.
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Place Marketing Phenomenon
- Definitions and Terminology
- Region vs. Place
- Place Marketing
- From Marketing to Place Marketing
- Aims and Objectives
- Selling the Business Location
- Objectives
- Elements in a Place Marketing Process
- Levels of Place Marketing
- Who are the Main Targets of Place Marketers?
- Major Actors in Place Marketing
- The Place Marketing Process
- Designing the Place's Image
- Image Marketing
- Branding
- Distributing the Place's Image and Messages
- Services in Attracting, Retaining and Expanding Businesses
- Essentials to Successful Place Marketing
- Problems
- How Investors make their Choices
- General Framework
- Steps and Factors Influencing the Buying Process
- Soft vs. Hard Facts
- Influence of Place-Rating Information
- Importance of Cluster
- Place Marketing in the Rhine Main Region
- Facts and Figures
- Sectors of Industry
- SWOT Analysis on the Frankfurt Rhine Main Region
- Locational Advantages
- Attracting, Retaining and Expanding Businesses
- Designing the Image
- Distributing the Place's Image and Messages
- Opportunities and Problems
- The Rhine Main Region in an International Context
- Hong Kong
- Los Angeles
- Country Comparison
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This thesis aims to evaluate existing literature on place marketing, focusing specifically on the Rhine-Main region in Germany and comparing it to international competitors like Hong Kong and Los Angeles. The study adopts a B2B perspective, analyzing strategies for attracting businesses.
- The effectiveness of place marketing strategies in attracting businesses.
- A comparative analysis of place marketing approaches in different regions (Rhine-Main, Hong Kong, Los Angeles).
- The role of image and branding in place marketing.
- The importance of various factors influencing business location decisions.
- Identification of successful and unsuccessful place marketing practices.
Zusammenfassung der Kapitel (Chapter Summaries)
Introduction: This chapter introduces the concept of place marketing, defining key terms like "region" and "place," and explaining the evolution of marketing into place marketing. It establishes the thesis's objectives: to analyze place marketing literature and apply it to a case study of the Rhine-Main region, comparing its strategies to those of Hong Kong and Los Angeles from a B2B perspective. The scope is clearly defined, focusing on attracting and retaining businesses rather than consumers.
Selling the Business Location: This chapter delves into the practical aspects of place marketing. It outlines the objectives, elements, levels, target audiences, and key actors involved in the process. It meticulously examines the creation and distribution of a region's image, emphasizing branding and image marketing. The chapter further explores the services used to attract, retain, and expand businesses, outlining essential factors for success and identifying potential problems in executing a place marketing strategy. This chapter provides a robust framework for understanding the practical application of place marketing theories.
How Investors make their Choices: This chapter explores the decision-making process of investors when choosing a business location. It presents a general framework, detailing the steps and factors influencing their choices, distinguishing between "soft" and "hard" facts. The importance of place-rating information and the role of business clusters in attracting investment are also analyzed, providing a crucial understanding of the customer perspective in place marketing.
Place Marketing in the Rhine Main Region: This chapter focuses on the Rhine-Main region, presenting its facts, figures, and industrial sectors. A SWOT analysis provides a comprehensive overview of its strengths, weaknesses, opportunities, and threats within the context of place marketing. The chapter explores strategies for attracting, retaining, and expanding businesses, alongside image design and distribution, highlighting both opportunities and challenges in promoting the region effectively. The international context is introduced, setting the stage for comparison with Hong Kong and Los Angeles in later sections.
Schlüsselwörter (Keywords)
Place marketing, region marketing, B2B marketing, Rhine-Main region, Hong Kong, Los Angeles, business location decisions, image marketing, branding, SWOT analysis, investment attraction, cluster effects.
Frequently Asked Questions: Comprehensive Language Preview on Place Marketing
What is the overall topic of this document?
This document is a comprehensive preview of a thesis focusing on place marketing, specifically analyzing the strategies used to attract businesses to the Rhine-Main region in Germany and comparing them to those of Hong Kong and Los Angeles. The analysis takes a business-to-business (B2B) perspective.
What are the key themes explored in the thesis?
The key themes include the effectiveness of various place marketing strategies in attracting businesses; a comparative analysis of place marketing approaches across different regions; the role of image and branding in place marketing; the factors influencing business location decisions; and the identification of both successful and unsuccessful place marketing practices.
What is the structure of the thesis preview?
The preview includes a table of contents, a statement of objectives and key themes, chapter summaries, and a list of keywords. It provides a detailed overview of the content and methodology of the full thesis.
What are the main chapters covered in the thesis?
The thesis is structured around several key chapters: an introduction to place marketing concepts and definitions; a chapter detailing the process of selling a business location, including image creation and distribution; a chapter exploring the decision-making process of investors when selecting a location; a chapter focusing on place marketing in the Rhine-Main region; and further chapters dedicated to case studies of Hong Kong and Los Angeles, culminating in a comparative analysis.
What specific regions are analyzed in the thesis?
The thesis focuses on three main regions: the Rhine-Main region in Germany, Hong Kong, and Los Angeles. These regions serve as case studies for comparing different place marketing approaches and strategies.
What is the methodology used in this thesis?
The thesis employs a comparative case study approach. It analyzes existing literature on place marketing and applies the findings to the chosen regions. It uses a B2B perspective, concentrating on strategies aimed at attracting businesses.
What are some key terms defined in the thesis?
Key terms defined and explored include "place marketing," "region marketing," "B2B marketing," "image marketing," and "branding."
What analytical tools are used in this thesis?
The thesis utilizes SWOT analysis to assess the strengths, weaknesses, opportunities, and threats related to place marketing in the Rhine-Main region.
What is the target audience of this thesis?
The target audience is primarily academic and professional, including researchers, students, and practitioners in the field of marketing, regional development, and economic geography.
Where can I find the full thesis?
The full thesis is not included in this preview. This document serves as a summary and introduction to the research conducted within the thesis.
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- Christiane Mohr (Autor), 2010, Marketing of Regions, Múnich, GRIN Verlag, https://www.grin.com/document/199749
