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Working paper

Two Concepts of Place Competition and Specificity of Targeting in Place Marketing

This paper demonstrates opportunities for the development of the place marketing theory given by pure model of local expenditures (Tiebout 1956) and concepts of the creative class (Florida 2004) and creative city (Bianchini and Landry 1995). Rethinking them in marketing terms, we then analyze their limitations and show why their re-examining can support competition analysis, targeting, and marketing policy of places. In the discussion section, main directions of theoretical research in place marketing are highlighted.