Purpose: This paper aims to present concepts and tools for developing place branding that protects places from overbranding, redundant promotion and excessive tourism. Design/methodology/approach: The concept of a product-based place brand that reflects local ways of life and local identities...

The paper shows relationships between characteristics of residents and places where they live. A combination of three criteria of place attractiveness (retention and attraction, conditions for natural growth, and settling) was chosen to classify place market segments, and profiles of...

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...

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...

Inhabitants become the important target group of place marketing along with other place consumers. The problem of defining criteria for the attractiveness of places for different inhabitants and classification of factors is one of the most important for the marketing policies aimed at...

Inhabitants become the important target group of place marketing along with other place consumers. The problem of defining criteria for the attractiveness of places for different inhabitants and classification of factors is one of the most important for the marketing policies aimed at...

The paper shows relationships between level of residential satisfaction and form of differentiation of marketing policy in place market segments. A combination of three criteria of place attractiveness (retention and attraction, conditions for natural growth, and settling) was chosen to classify...

The paper shows relationships between characteristics of residents and places where they live. A combination of three criteria of place attractiveness (retention and attraction, conditions for natural growth, and settling) was chosen to classify place market segments, and profiles of...