MARKETING INFRASTRUCTURE AS ONE OF THE KEY ELEMENTS OF PLACE MARKETING
In this paper the authors examine the marketing areas as strategic management process objects of tourist activities. In the study, a comparative analysis of different approaches to developing a marketing strategy of the city of Nizhny Novgorod, as a regional center of Nizhny Novgorod region.
In Chap. 5, Aleksandra Khamadieva presents a “Development of a methodology for measuring the residents’ utility within place marketing”. Focusing on the important target group of residents, the author investigates which factors are most important for a place and how those can be measured. These questions become even more complicated in the context of interregional marketing and branding strategies, as two or more regions can unite in order to establish one strong place brand. The author therefore strives to explain the importance of researching this issue and proposes possible approaches.
The article deals with the currrent state of place branding in Russia. The author analyses key problems as well as particular cases basing at the marketing approach to place management. Prospective of co-development tourism and grobal brands is considered.
Proceedings of the 6th Corfu Symposium on Managing & Marketing Places organised by the Institute of Place Management, Manchester Metropolitan University, May 6th-9th, 2019.
Purpose – The paper is aimed to present the approach to the investigation of place development trajectory which ties up the bottom-up initiatives and the city strategic perspectives.
Design / approach – It is proposed to implement the ‘tactical urbanism’ activities and to up-scale their insights to tackle them with city strategy. The approach is aimed at local community activation as the preliminary stage of further involvement and gives new insights into ways of city representation. The case study is performed on the basis of the intervention that was implemented during the “Interactive Moscow” Summer School and the possible strategic insights are discussed.
Findings – The paper proposes the way of abandoned places development using intervention as a tool of community activation and draws the possible algorithm schematically, which needs further discussion.
Originality / value – The paper tests transferability of place management concept to centrally planned environment.
The article defines the importance of studying the residents’ equity in place marketing. Several current approaches to determining the residents’ equity are highlighted. In conclusion, the approach to determining the residents’ equity in place marketing is stated.