Download or read book Regional Marketing and the Strategic Market Planning Approach to Attract Business and Industry Case Study written by Franz Kero and published by diplom.de. This book was released on 2002-12-09 with total page 93 pages. Available in PDF, EPUB and Kindle. Book excerpt: Inhaltsangabe:Abstract: This thesis describes and evaluates how regional marketing, based on the ideas of Philip Kotler s Marketing Places (1993), can be a reasonable tool to attract business locators into economic regions. The thesis concentrates on strategic market planning of local economic development programs. It is presented how to make use of local competitive advantages by useful bundling of incentives. The notion of marketing and governing places is combined and shall offer the reader a new perspective of meeting regional economic objectives for places. This thesis is divided into two parts: a theoretical part (where industrial incentives are presented and Kotler s concept is explained and criticized) and an empirical part (where regional marketing is applied and tested for effectiveness). First, it will be defined what regional marketing is and what forms of incentives are considered. Then it will be presented how marketing strategies can be organized in a local environment, followed by a discussion how companies make location decisions. In the last chapter of the first part, a critical discussion of the regional marketing approach is presented. In the second part, an emphasis will be put on the case study; a location (Orange County, California, USA) where economic development based on marketing planning came to work. With a view to the situation and implications analyzed in the case study, it will be tried to scrutinize effectiveness and usefulness of economic development programs based on regional marketing principles for this place in question and in general. Inhaltsverzeichnis:Table of Contents: TABLE OF CONTENTS0 1.INTRODUCTION2 1.1Delineation of the problem3 1.2Marketing as a regional development approach4 1.3Methodology6 1.4Objectives and structure of the master s thesis6 1.5Region7 2DEFINITION OF REGIONAL MARKETING8 2.1Regional marketing and regional economic development11 OBJECTIVES13 2.2Major elements of a regional marketing program14 2.3Strategic market planning process16 2.3.1Conducting the place audit16 2.3.2Describing the vision and objectives18 2.3.3Formulating the strategy18 2.3.4Operative plan18 2.3.5Implementation and control19 2.4Organization of regional marketing programs19 2.4.1Forms of economic development organizations in the USA20 2.4.2Participants of a regional marketing program22 2.5Objectives of regional marketing programs23 2.5.1Increasing the attractiveness of a city as a place of [...]

Download or read book OECD Territorial Reviews Gotland Sweden written by OECD and published by OECD Publishing. This book was released on 2022-06-22 with total page 216 pages. Available in PDF, EPUB and Kindle. Book excerpt: Gotland is Sweden’s largest island and the largest island in the Baltic Sea. While Sweden has numerous Islands, Gotland’s development trajectory is unique in Sweden. It is the smallest region in the country in population size and economic base, and it is located the furthest from the mainland (90 km).

Download or read book Strategic Marketing in the Global Forest Industries written by Heikki Juslin and published by . This book was released on 2002 with total page 616 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Digital and Social Media Marketing written by Nripendra P. Rana and published by Springer Nature. This book was released on 2019-11-11 with total page 337 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.

Download or read book Regional Economic Development written by Robert J. Stimson and published by Springer Science & Business Media. This book was released on 2013-03-09 with total page 378 pages. Available in PDF, EPUB and Kindle. Book excerpt: Regional economic development has attracted the interest of economists, geographers, planners and regional scientists for a long time. And, of course, it is a field that has developed a large practitioner cohort in government and business agencies from the national down to the state and local levels. In planning for cities and regions, both large and small, economic development issues now tend to be integrated into strategic planning processes. For at least the last 50 years, scholars from various disciplines have theorised about the nature of regional economic development, developing a range of models seeking to explain the process of regional economic development, and why it is that regions vary so much in their economic structure and performance and how these aspects of a region can change dramatically over time. Regional scientists in particular have developed a comprehensive tool-kit of methodologies to measure and monitor regional economic characteristics such as industry sectors, employment, income, value of production, investment, and the like, using both quantitative and qualitative methods of analysis, and focusing on both static and dynamic analysis. The 'father of regional science', Walter lsard, was the first to put together a comprehensive volume on techniques of regional analysis (Isard 1960), and since then a huge literature has emerged, including the many titles in the series published by Springer in which this book is published.

Download or read book Research and Technology Management in the Electricity Industry written by Tugrul Daim and published by Springer Science & Business Media. This book was released on 2013-06-25 with total page 361 pages. Available in PDF, EPUB and Kindle. Book excerpt: Technologies such as renewable energy alternatives including wind, solar and biomass, storage technologies and electric engines are creating a different landscape for the electricity industry. Using sources and ideas from technologies such as renewable energy alternatives, Research and Technology Management in the Electricity Industry explores a different landscape for this industry and applies it to the electric industry supported by real industry cases. Divided into three sections, Research and Technology Management in the Electricity Industry introduces a range of methods and tools including technology assessment, forecasting, roadmapping, research and development portfolio management and technology transfer. These tools are the applied to emerging technologies in this industry with case studies including data from various organizations including Bonneville Power Administration and Energy Trust of Oregon, from sectors including lighting and wind energy. The final section considers innovation through these technologies. A product result of a collaboration between Bonneville Power Administration and Portland State University, Research and Technology Management in the Electricity Industry is a comprehensive collection of methods, tools, examples and pathways for future innovation in the electricity industry.

Download or read book Digital Marketing Excellence written by Dave Chaffey and published by Taylor & Francis. This book was released on 2022-07-22 with total page 677 pages. Available in PDF, EPUB and Kindle. Book excerpt: Now in its sixth edition, the hugely popular Digital Marketing Excellence is a practical guide to creating and executing integrated digital marketing plans, combining established approaches to marketing planning with the creative use of new digital models and digital tools. Written by two highly experienced digital marketing consultants, the book shows you how to: Draw up an outline integrated digital marketing plan Evaluate and apply digital marketing principles and models Integrate online and offline communications Implement customer-driven digital marketing as part of digital transformation Reduce costly trial and error Measure and enhance your digital marketing Learn best practices for reaching and engaging your audiences using the key digital marketing platforms. This new edition has been streamlined to seamlessly integrate the latest developments in digital analytics, ethics and privacy, Predictive Analytics, Machine Learning and Artificial Intelligence. Including new international case studies and up-to-date examples throughout, this book cuts through the jargon to show marketers how to leverage data and digital technologies to their advantage. Offering a highly structured and accessible guide to a critical and far-reaching subject, Digital Marketing Excellence, 6th edition, provides a vital reference point for all digital marketing students, and managers involved in digital marketing strategy and implementation. Online resources have been fully updated for the new edition and include a new set of PowerPoint slides and a full test bank of questions and exercises.

Download or read book Organizational learning in tourism and hospitality crisis management written by Zahed Ghaderi and published by Walter de Gruyter GmbH & Co KG. This book was released on 2021-12-06 with total page 255 pages. Available in PDF, EPUB and Kindle. Book excerpt: We live in an uncertain world characterized by the occurrence of unexpected incidents in different corners of the globe which can have widespread adverse consequences. It is therefore vital to be prepared for, and attempt to prevent or mitigate the negative effects of such crises through crisis management tools and organizational learning practices. According to the current literature, the tourism and hospitality industry has been exposed to dramatic impacts from human-induced crises and natural disasters during past decades. The repercussions are manifested in the form of business failure, economic losses, tarnished destination image, physical damage to infrastructure and facilities, psychological effects, and other undesirable outcomes. Many of these crisis events are recurrent and their effects can be averted or ameliorated through practicing organizational learning and engaging in preparation activities. However, limited attempts have been made by industry players to detect early warning signals, learn from crises and prepare for the next ones. Despite the important contributions in terms of 'lessons learned' from historical analyses, they usually provide little information on how tourism organizations facing the crisis attempted to manage it proactively and what they did reactively (Paraskevas and Quek, 2019). Comprehensive sources in this field is thus necessary to fill this gap. Few research studies are available to discuss organizational learning in the process of tourism crisis management. A comprehensive collection of book chapters concentrating on both theory and practice will shed some light on this issue and propose recommendations for future investigation. Hence, the aim of this publication is to discover various aspects of organizational learning in tourism and hospitality crisis management and discuss future prospects. The book will be the main resource for future research in the field of tourism crisis management and organizational learning. There would be several reasons for such demand. First, this subject is relatively new in the hospitality and tourism field, covering many critical aspects of organizational learning in tourism crisis management. This novelty and in-depth discussions of practical lessons across the globe could be of great interest to both academics and practitioners alike. In recent years, many tourism and hospitality firms have applied the essence of crisis management and organizational learning in their contingency planning and crisis management frameworks. Tourism and hospitality managers have fully realized the importance of learning from previous crises and thus applied these learning strategies in their preparation programs. Therefore, they would be very eager more than before to use this material and recommend it to colleagues, employees, etc. Another potential demand would be academics, students and researchers in the both fields of organizational learning and tourism crisis management. Most universities and tourism institutions either directly or indirectly have developed new curriculums on tourism crisis management at Masters and PhD levels with special focus on organizational learning and preparation. This book will be of great interest for these people as previous resources are relatively outdated and furthermore, they did not cover the subject of organizational learning in details.

Download or read book Air Transport and Regional Development Case Studies written by Anne Graham and published by Routledge. This book was released on 2020-12-29 with total page 269 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book is one of three inter-connected books related to a four-year European Cooperation in Science and Technology (COST) Action established in 2015. The Action, called Air Transport and Regional Development (ATARD), aimed to promote a better understanding of how the air transport related problems of core regions and remote regions should be addressed in order to enhance both economic competitiveness and social cohesion in Europe. This book focuses on case studies in Europe related to air transport and regional development. It is divided into four geographical regions after a general chapter that compares regional air transport connectivity between remote and central areas in Europe. The first region is Northern and Western Northern Europe (case studies related specifically to Norway, Finland, the United Kingdom, and Ireland); the second is Central and Eastern Europe, (Bulgaria, Bosnia and Herzegovina, and Poland); the third is Central Western Europe (Belgium and Switzerland); and finally, the fourth is Southern Europe (Portugal, Spain, and Italy). There is no other single source publication that currently covers this topic area in such a comprehensive manner by considering so many countries. The book aims at becoming a major reference on the topic, drawing from experienced researchers in the field, covering the diverse experience and knowledge of the members of the COST Action. The book will appeal to academics, practitioners, and policymakers who have a particular interest in acquiring detailed comparative knowledge and understanding of air transport and regional development in many different European countries. Together with the other two books (Air Transport and Regional Development Methodologies and Air Transport and Regional Development Policies), it fills a much-needed gap in the literature.

Download or read book Marketing Places written by Philip Kotler and published by Simon and Schuster. This book was released on 2002-01-15 with total page 403 pages. Available in PDF, EPUB and Kindle. Book excerpt: Today's headlines report cities going bankrupt, states running large deficits, and nations stuck in high debt and stagnation. Philip Kotler, Donald Haider, and Irving Rein argue that thousands of "places" -- cities, states, and nations -- are in crisis, and can no longer rely on national industrial policies, such as federal matching funds, as a promise of jobs and protection. When trouble strikes, places resort to various palliatives such as chasing grants from state or federal sources, bidding for smokestack industries, or building convention centers and exotic attractions. The authors show instead 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 nations throughout the world, Kotler, Haider, and Rein offer a systematic analysis of why so many places have fallen on hard times, and make recommendations on what can be done to revitalize a place's economy. They show 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 authors argue, is strategic marketing of places by rebuilding infrastructure, creating a skilled labor force, stimulating local business entrepreneurship and expansion, developing strong public/private partnerships, identifying and attracting "place compatible" companies and industries, creating distinctive local attractions, 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 decisions. 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. This straightforward guide for effectively marketing places will be the framework for economic development in the 1990s and beyond.

Download or read book Tourism Marketing written by Alan Fyall and published by Channel View Publications. This book was released on 2005 with total page 406 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book provides a thorough and detailed understanding of tourism marketing principles and practice within the context of inter- organisational collaboration.

Download or read book Journal of Marketing written by and published by . This book was released on 1999 with total page 828 pages. Available in PDF, EPUB and Kindle. Book excerpt: Apr. issues for 1940-42 include Papers and proceedings of the semi-annual [Dec.] meeting of the American Marketing Association, 1939-41.

Download or read book Your Strategy Needs a Strategy written by Martin Reeves and published by Harvard Business Review Press. This book was released on 2015-05-19 with total page 281 pages. Available in PDF, EPUB and Kindle. Book excerpt: You think you have a winning strategy. But do you? Executives are bombarded with bestselling ideas and best practices for achieving competitive advantage, but many of these ideas and practices contradict each other. Should you aim to be big or fast? Should you create a blue ocean, be adaptive, play to win—or forget about a sustainable competitive advantage altogether? In a business environment that is changing faster and becoming more uncertain and complex almost by the day, it’s never been more important—or more difficult—to choose the right approach to strategy. In this book, The Boston Consulting Group’s Martin Reeves, Knut Haanæs, and Janmejaya Sinha offer a proven method to determine the strategy approach that is best for your company. They start by helping you assess your business environment—how unpredictable it is, how much power you have to change it, and how harsh it is—a critical component of getting strategy right. They show how existing strategy approaches sort into five categories—Be Big, Be Fast, Be First, Be the Orchestrator, or simply Be Viable—depending on the extent of predictability, malleability, and harshness. In-depth explanations of each of these approaches will provide critical insight to help you match your approach to strategy to your environment, determine when and how to execute each one, and avoid a potentially fatal mismatch. Addressing your most pressing strategic challenges, you’ll be able to answer questions such as: • What replaces planning when the annual cycle is obsolete? • When can we—and when should we—shape the game to our advantage? • How do we simultaneously implement different strategic approaches for different business units? • How do we manage the inherent contradictions in formulating and executing different strategies across multiple businesses and geographies? Until now, no book brings it all together and offers a practical tool for understanding which strategic approach to apply. Get started today.

Download or read book Culture Management written by Lukasz Wroblewski and published by Logos Verlag Berlin GmbH. This book was released on 2017-01-30 with total page 197 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Dr Lukasz Wroblewski's book Culture Management: Strategy and Marketing Aspects clearly recognises that the pressures on the cultural sector in the 21st Century are greater than ever before. Based on robust academic research within a practical industry context, this book addresses all the key issues related to marketing strategy and planning for the cultural industries. It will be an invaluable tool for managers, policy-makers and all those working in the creative and cultural world, and will help them to develop sound strategies for the future." Dr Kim Lehman Tasmanian School of Business and Economics, University of Tasmania "Dr Wroblewski's book explains clearly what has changed to make the use of business models necessary, even in organizations which might have resisted in the past. Globalization has resulted in a population which understands and appreciates art and culture created in other countries. While it might be agreed that this is beneficial for society, it means that cultural arbitrators within a country no longer have the authority to dictate what is accepted as culture. Managers now understand that to gain the support of the public they must explain the benefits of consuming their cultural product." Dr Bonita M. Kolb Professor Emeritus of Lycoming College in Pennsylvania "A thoughtful and penetrating analysis of culture management addressing marketing strategies and cultural institutions. An important `must read' book for those involved in this exciting sector." Prof Adrian Payne University of UNSW Business School, University of New South Wales

Download or read book Anthropological Approaches to Understanding Consumption Patterns and Consumer Behavior written by Chkoniya, Valentina and published by IGI Global. This book was released on 2020-04-03 with total page 546 pages. Available in PDF, EPUB and Kindle. Book excerpt: Anthropology is a science specialized in the study of the past and present of societies, especially the study of humans and human behavior. The disciplines of anthropology and consumer research have long been separated; however, it is now believed that joining them will lead to a more profound knowledge and understanding of consumer behaviors and will lead to further understanding and predictions for the future. Anthropological Approaches to Understanding Consumption Patterns and Consumer Behavior is a cutting-edge research publication that examines an anthropological approach to the study of the consumer and as a key role to the development of societies. The book also provides a range of marketing possibilities that can be developed from this approach such as understanding the evolution of consumer behavior, delivering truly personalized customer experiences, and potentially creating new products, brands, and services. Featuring a wide range of topics such as artificial intelligence, food consumption, and neuromarketing, this book is ideal for marketers, advertisers, brand managers, consumer behavior analysts, managing directors, consumer psychologists, academicians, social anthropologists, entrepreneurs, researchers, and students.

Download or read book Exploring Proactive Market Strategies written by Harald Brege and published by Linköping University Electronic Press. This book was released on 2020-09-09 with total page 102 pages. Available in PDF, EPUB and Kindle. Book excerpt: In discussions of firm strategy, proactivity is often mentioned as an enabler of effective goal accomplishment and high performance. However, it is rarely explained what, more precisely, being more proactive actually entails, or even indeed defined what is meant by the term ‘proactivity’ in this particular context. This dissertation seeks to investigate proactivity and its role in shaping firms’ market strategies. From prior research on proactivity in the strategic marketing domain, we know that proactive firms, on average, develop more radical innovation, are better at managing complex and highly competitive environments, and seem to achieve higher business performance. However, few, if any, of these prior studies properly define proactivity and take a more holistic perspective on its impact on firms’ market strategies. In this dissertation I propose a definition of proactivity through three main proactive characteristics: being future-oriented, taking the initiative, and driving change. Thus, a proactive firm does not wait for things to happen and then react to those events. Instead, it keeps a long-term horizon on its scanning for market intelligence and takes action before things happen, in order to create the change needed to improve its situation. While certainly not all proactive actions are successes, particularly not if the firm lacks proper awareness of the situation or exceeds its capabilities in its striving to shape events, proactive firms do have access to a broader set of opportunities than their less proactive competitors. To understand how proactivity influences market strategies, it is first necessary to understand market strategy itself a bit closer. I define market strategies as firms’ strategies for creating customer value. According to the market orientation literature, the basis of achieving long-term high firm performance is to consistently provide customers with superior value to that of the competition. Thus, firms’ market strategies are squarely at the center of their efforts to become more successful. To study these strategies and the effects they have, it is necessary to go beyond strategy documents and study the actual activities that firms perform to implement them. A market strategy, in my conceptualization, can thus be perceived as a coherent set of activities aimed at fulfilling certain goals, leading to the creation of customer value. These activities can then be further categorized according to the strategic orientations that drive the firm’s strategy-making, with customer orientation, competition orientation and innovation orientation being the orientations that have the most impact on market strategies. From this conceptual foundation, the dissertation takes four different approaches to investigating proactive market strategies, each presented in one of the four appended papers. In the first paper, a conceptual typology of different types of market strategies based on different value-creation logics – which are the combinations of responsiveness and proactivity that influence a firm’s value-creation efforts – is presented. In the second paper, the market strategies of five proactive firms are investigated to find three generic proactive market strategies, each representing a typical way for firms to employ proactivity in their market strategies. The third paper uses fuzzy-set qualitative comparative analysis to investigate the configurations of proactivity, market environment and different market strategies that consistently lead to high market-strategic effectiveness. Finally, the fourth paper goes more in-depth in exploring the activities that firms employ to create value for customers, with particular focus on the different activities that are performed during different stages of contact with a customer. Through this thorough investigation of proactive market strategies, this dissertation presents a holistic view of proactivity and its impact on firms’ market strategies and their associated activities. As this is the first proper holistic view of proactivity in market strategy and also the first attempt to properly define proactivity in the market-strategic context, the dissertation also provides directions for future research. ”Vi måste vara mer proaktiva” är en fras som säkerligen har dragits på många strategimöten. I såväl internationaliserade jättar som lokala småföretag, tjänsteföretag likväl som tillverkande industrier, har det i styrelserum, ledningsmöten, pratats om behovet att vara mer proaktiv. Det uppenbara är att proaktivitet ses som något positivt, något som kan hjälpa företaget bli bättre, mer konkurrenskraftigt, och så vidare. Men vad menar man egentligen med att vara proaktiv i det här sammanhanget? Och hur påverkar det egentligen företags prestationsförmåga? Harald Brege vid Linköpings Universitet har studerat proaktivitet och hur företag kan använda det för att öka effektiviteten på sina marknadsstrategier, d.v.s. deras strategier för att skapa kundvärde. Proaktivitet är en nyckel som kan låsa upp möjligheter för företag att bli bättre på att hantera en föränderlig och komplex omvärld och stärka sin konkurrenskraft. Slår man upp ordet ”proaktiv” i SAOL får man veta att det betyder förebyggande eller förutseende, men för att kunna användas som ett verktyg för strategiutveckling behövs en mer användbar definition än så. Ur ett strategiskt perspektiv så har proaktivitet tre huvudsakliga komponenter: att vara långsiktig, att ta initiativet och att driva förändring. Det viktigaste för ett proaktivt företag är att inte vara passiva och vänta på att något händer som tvingar dem till förändring eller att bara reaktivt agera på det som finns i omvärlden. Istället så blickar man framåt, identifierar de potentiella sätt som en situation kan utvecklas på och tar sedan initiativet och agerar för att förändra situationen så att den passar företaget bättre. Dock så räcker det inte bara att bli proaktiv och så får man stora vinster på direkten. För att proaktiviteten ska bli framgångsrik så måste ett företag dels arbeta för att skaffa en grundlig förståelse av sin omgivning, dels se till de olika delarna i deras marknadsstrategi hänger ihop och arbetar mot samma mål. Är strategin otydlig eller om företaget håller på med saker de inte har insikt i så är proaktivitet istället sannolikt att ge dåliga resultat. Genom att arbeta för att förstå sina kunder på djupet så kan proaktiva företag snabbt komma med lösningar till behov, inklusive behov som kanske inte ens kunderna själva hade identifierat. Genom att aktivt arbeta med att förändra kunders uppfattning av vad en leverantör ska göra för dem och att påverka politiker och andra intressenter så kan proaktiva företag forma sina marknader för att bättre passa dem. Genom att driva produktutveckling som fokuserar på morgondagens produkter och att testa nya möjligheter, inte bara småförbättringar av samma gamla produkter, så kan proaktiva företag skapa innovativa nya erbjudanden som vänder upp och ner på marknaden. Dessa tre exempel belyser de tre generiska proaktiva marknadsstrategier som har identifierats: kundengagemang, marknadsformande, och innovationsledarskap.

Download or read book Planning Local Economic Development written by Nancey Green Leigh and published by SAGE Publications. This book was released on 2016-11-23 with total page 536 pages. Available in PDF, EPUB and Kindle. Book excerpt: Written by authors with years of academic, regional, and city planning experience, this classic text has laid the foundation for practitioners and academics working in planning and policy development for generations. With deeper coverage of sustainability and resiliency, the new Sixth Edition explores the theories of local economic development while addressing the issues and opportunities faced by cities, towns, and local entities in crafting their economic destinies within the global economy. Nancey Green Leigh and Edward J. Blakely provide a thoroughly up-to-date exploration of planning processes, analytical techniques and data, and locality, business, and human resource development, as well as advanced technology and sustainable economic development strategies.