Marketing Places地方营销 mobi 下载 网盘 caj lrf pdf txt 阿里云

Today's headlines report cities going bankrupt, states running large deficits, and nati*** stuck in high debt and stagnation. Philip Kotler argues that thousands of "places" - cities, states, and nati*** - are in crisis, and can no longer rely on national industrial policies, such as federal matching funds, as a promise of jobs and protection. The authors show that places must, like any market-driven business, become attractive "products" by improving their industrial base and communicating their special qualities more effectively to their target markets. From studies of cities and nati*** throughout the world, Kotler offer a systematic ***ysis of why so many places have fallen on hard times, and make recommendati*** on what can be done to revitalize a place's economy. He shows how "place wars" - battles for Japanese factories, government projects, Olympic Games, baseball team franchises, convention business, and other economic prizes - are often misguided and end in wasted money and effort.The hidden key to vigorous economic development, the author argues, is strategic marketing of places by rebuilding infrastructure, creating a skilled labour force, stimulating local business entrepreneurship and expansion, developing strong public/private partnerships, identifying and attracting "place compatible" companies and industries, creating distinctive local attracti***, building a service-friendly culture, and promoting these advantages effectively. Strategic marketing of places requires a deep understanding of how "place buyers" - tourists, new residents, factories, corporate headquarters, investors - make their place decisi***. With this understanding, "place sellers" - economic development agencies, tourist promotion agencies, mayor's offices - can take the necessary steps to compete aggressively for place buyers.

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Today's headlines report cities going bankrupt, states running large deficits, and nati*** stuck in high debt and stagnation. Philip Kotler argues that thousands of "places" - cities, states, and nati*** - are in crisis, and can no longer rely on national industrial policies, such as federal matching funds, as a promise of jobs and protection. The authors show that places must, like any market-driven business, become attractive "products" by improving their industrial base and communicating their special qualities more effectively to their target markets. From studies of cities and nati*** throughout the world, Kotler offer a systematic ***ysis of why so many places have fallen on hard times, and make recommendati*** on what can be done to revitalize a place's economy. He shows how "place wars" - battles for Japanese factories, government projects, Olympic Games, baseball team franchises, convention business, and other economic prizes - are often misguided and end in wasted money and effort.The hidden key to vigorous economic development, the author argues, is strategic marketing of places by rebuilding infrastructure, creating a skilled labour force, stimulating local business entrepreneurship and expansion, developing strong public/private partnerships, identifying and attracting "place compatible" companies and industries, creating distinctive local attracti***, building a service-friendly culture, and promoting these advantages effectively. Strategic marketing of places requires a deep understanding of how "place buyers" - tourists, new residents, factories, corporate headquarters, investors - make their place decisi***. With this understanding, "place sellers" - economic development agencies, tourist promotion agencies, mayor's offices - can take the necessary steps to compete aggressively for place buyers.