The Place Marketing Concept of Rural Towns in Northern Sweden : What is the Unique Selling Point?
The place marketing concept is one of the popular concepts to analyze and promote countries, regions, cities and towns. The intensification of competition for investment, tourism and human resources among European cities and towns has increased the importance of being unique. Most of studies on plac...
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Högskolan Dalarna, Företagsekonomi
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ftunivdalarna:oai:DiVA.org:du-30652 2023-10-29T02:38:58+01:00 The Place Marketing Concept of Rural Towns in Northern Sweden : What is the Unique Selling Point? Rauhut Kompaniets, Olga Rauhut, Daniel 2013 application/pdf http://urn.kb.se/resolve?urn=urn:nbn:se:du-30652 eng eng Högskolan Dalarna, Företagsekonomi University of Eastern Finland 53rd Congress of the European Regional Science Association: "Regional Integration: Europe, the Mediterraneanand the World Economy" : 27-31 August 2013, Palermo, Italy, European Regional ScienceAssociation (ERSA), Louvain-la-Neuve orcid:0000-0001-6363-7066 orcid:0000-0002-9146-9984 http://urn.kb.se/resolve?urn=urn:nbn:se:du-30652 info:eu-repo/semantics/openAccess Business Administration Företagsekonomi Conference paper info:eu-repo/semantics/conferenceObject text 2013 ftunivdalarna 2023-09-29T14:55:52Z The place marketing concept is one of the popular concepts to analyze and promote countries, regions, cities and towns. The intensification of competition for investment, tourism and human resources among European cities and towns has increased the importance of being unique. Most of studies on place marketing however focus on the unique selling points and brands of countries, the capitals and the big cities, while rural towns need more marketing attention due to overcoming the lack of material and non-material resources in the towns. This is based on the idea of promotion to target markets of unique selling point of the town.This paper aims to discuss to what extent the place marketing concept as a necessary condition for an effective promotion of 75 rural towns in the seven northernmost regions in Sweden. The paper presents reasons for using the place marketing concept by rural towns in Northern Sweden. Also it contains features of the place marketing concept and its key elements for rural towns, describes the target audience for rural towns with their specific needs and wants. Conference Object Northern Sweden Dalarna University: Publications (DiVA) |
institution |
Open Polar |
collection |
Dalarna University: Publications (DiVA) |
op_collection_id |
ftunivdalarna |
language |
English |
topic |
Business Administration Företagsekonomi |
spellingShingle |
Business Administration Företagsekonomi Rauhut Kompaniets, Olga Rauhut, Daniel The Place Marketing Concept of Rural Towns in Northern Sweden : What is the Unique Selling Point? |
topic_facet |
Business Administration Företagsekonomi |
description |
The place marketing concept is one of the popular concepts to analyze and promote countries, regions, cities and towns. The intensification of competition for investment, tourism and human resources among European cities and towns has increased the importance of being unique. Most of studies on place marketing however focus on the unique selling points and brands of countries, the capitals and the big cities, while rural towns need more marketing attention due to overcoming the lack of material and non-material resources in the towns. This is based on the idea of promotion to target markets of unique selling point of the town.This paper aims to discuss to what extent the place marketing concept as a necessary condition for an effective promotion of 75 rural towns in the seven northernmost regions in Sweden. The paper presents reasons for using the place marketing concept by rural towns in Northern Sweden. Also it contains features of the place marketing concept and its key elements for rural towns, describes the target audience for rural towns with their specific needs and wants. |
format |
Conference Object |
author |
Rauhut Kompaniets, Olga Rauhut, Daniel |
author_facet |
Rauhut Kompaniets, Olga Rauhut, Daniel |
author_sort |
Rauhut Kompaniets, Olga |
title |
The Place Marketing Concept of Rural Towns in Northern Sweden : What is the Unique Selling Point? |
title_short |
The Place Marketing Concept of Rural Towns in Northern Sweden : What is the Unique Selling Point? |
title_full |
The Place Marketing Concept of Rural Towns in Northern Sweden : What is the Unique Selling Point? |
title_fullStr |
The Place Marketing Concept of Rural Towns in Northern Sweden : What is the Unique Selling Point? |
title_full_unstemmed |
The Place Marketing Concept of Rural Towns in Northern Sweden : What is the Unique Selling Point? |
title_sort |
place marketing concept of rural towns in northern sweden : what is the unique selling point? |
publisher |
Högskolan Dalarna, Företagsekonomi |
publishDate |
2013 |
url |
http://urn.kb.se/resolve?urn=urn:nbn:se:du-30652 |
genre |
Northern Sweden |
genre_facet |
Northern Sweden |
op_relation |
53rd Congress of the European Regional Science Association: "Regional Integration: Europe, the Mediterraneanand the World Economy" : 27-31 August 2013, Palermo, Italy, European Regional ScienceAssociation (ERSA), Louvain-la-Neuve orcid:0000-0001-6363-7066 orcid:0000-0002-9146-9984 http://urn.kb.se/resolve?urn=urn:nbn:se:du-30652 |
op_rights |
info:eu-repo/semantics/openAccess |
_version_ |
1781065453688324096 |