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Marketing Places (Anglais) Broché – 17 mars 2008

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Présentation de l'éditeur

Today's headlines report cities going bankrupt, states running large deficits, and nations stuck in high debt and stagnation. Philip Kotler argues 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. The authors show 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 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. He shows 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 author argues, is strategic marketing of places by rebuilding infrastructure, creating a skilled labour 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.

Biographie de l'auteur

Philip Kotler is the S.C. Johnson Distinguished Professor of Marketing at the J.L. Kellogg Graduate School of Management, Northwestern University.

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Amazon.com: 4.0 étoiles sur 5 6 commentaires
1 internautes sur 1 ont trouvé ce commentaire utile 
3.0 étoiles sur 5 Could use a new edition 3 avril 2013
Par Marius - Publié sur Amazon.com
Format: Format Kindle Achat vérifié
While the book is a decent summary of place marketing fundamentals and principles, I believe it could use another edition/review. The Kindle edition has a lot of typos and is poorly formatted. It is missing all pictures, the tables are not aligned, and inserts are not clearly separated from the main body.
From a content perspective, the book is very American-centric, and could use an Asian or European perspective (there are some examples, but no significant case studies on these markets). Moreover, there is no mention of Internet or digital marketing channels, or how trends like collaborative consumption are changing place marketing. Also, most of the book actually outlines basic marketing principles, but applied in the context of places; this is fine, but I would have expected something more in-depth.
3.0 étoiles sur 5 A little too ancient 23 août 2016
Par Maria K. Todd - Publié sur Amazon.com
Format: Relié Achat vérifié
Kotler has always been the academician's bible for marketing, but this book is just a tad dated for what is happening in the destination development business in the internet of things world of technology and connectivity. IoT has changed how we market, brand and engage with buyers. I like having it on my shelf for the price paid. I would not pay full price for this. Find a remainder somewhere.
4.0 étoiles sur 5 Still relevant and enlightening after 15 years in print 9 novembre 2009
Par Richard J. Paradise - Publié sur Amazon.com
Format: Broché Achat vérifié
Having been associated with the field of economic development and the proposition of marketing locations for over 20 years, I can unequivocally recommend this book.
Mr. Kotler not only provides the tools for city/community planners and economic developers hoping to better position and market its communities, but also provides companies with a template for evaluating potential corporate investment locations. In many respects his observations predicted future social-economic issues that still affect our cities and communities today. Marketing Places is still very relevant and insightful 15 years after its initial printing. A must read.
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5.0 étoiles sur 5 Excellent community/economic development primer 6 janvier 1999
Par Emery C. Graham (egraham@dca.net) - Publié sur Amazon.com
Format: Relié
Kotler, et al have defined the marriage between the public and private sectors in terms that make sense to both partners. While the implication that the private sector tends to get it right most of the time signals a weakness that haunts the writings of Harvard's Michael Porter("Competitive Advantage of Inner Cities"), the fundamental notions contained in this work seem sound.
Students of city planning, urban affairs, etc., might conclude that the emerging field of hotel, motel, and resort management may offer a more relevant practical model of city management than the current curriculums offer. When it's all said and done what's the significant difference between managing a city and managing a total service resort? As the politics of citys, space, become more rationalized in the larger systems of global markets and international trade, local decision making is increasingly becoming influenced by the factors that Kotler, et al raise in their book.
It's no surprise that my friends in the private sector find "place marketing" the newest fad in the consulting field. In truth, I've been pleased to see the social planners and business planners find common ground in the models and ideas that Kotler, Porter, et al have managed to present.
4.0 étoiles sur 5 A good overall view on how places can attract investment, industry and tourism 11 février 2013
Par Elisa Dalla Libera - Publié sur Amazon.com
Format: Broché
This is one of the first books dealing with the subject of place marketing, yet it does not only focus on the tourism destination aspect, but also considers a number of other elements that contribute to the wealth of cities, states and nations. There are many case studies, almost all about places in the USA.
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