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Marketing of Regions - An Analysis of the Rhine-Main Region in an International Context (Paperback)
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Marketing of Regions - An Analysis of the Rhine-Main Region in an International Context (Paperback)
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Total price: R1,270
Discovery Miles: 12 700
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Diploma Thesis from the year 2010 in the subject Business economics
- Marketing, Corporate Communication, CRM, Market Research, Social
Media, grade: 1,7, Johannes Gutenberg University Mainz, language:
English, abstract: 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 Germanys 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.
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