Development of a Methodology for Measuring the Residents’ Utility within Place Marketing
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.