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The Place Marketing Concept of Rural Towns in Northern Sweden: What is the Unique Selling Point?
Dalarna University, School of Technology and Business Studies, Business Administration and Management.ORCID iD: 0000-0001-6363-7066
University of Eastern Finland.ORCID iD: 0000-0002-9146-9984
2013 (English)In: 53rd Congress of the European Regional Science Association: "Regional Integration: Europe, the Mediterraneanand the World Economy": 27-31 August 2013, Palermo, Italy, European Regional ScienceAssociation (ERSA), Louvain-la-Neuve, 2013Conference paper, Published paper (Refereed)
Abstract [en]

The place marketing concept is one of the popular concepts to analyze and promote countries, regions, cities and towns. The intensification of competition for investment, tourism and human resources among European cities and towns has increased the importance of being unique. Most of studies on place marketing however focus on the unique selling points and brands of countries, the capitals and the big cities, while rural towns need more marketing attention due to overcoming the lack of material and non-material resources in the towns. This is based on the idea of promotion to target markets of unique selling point of the town.This paper aims to discuss to what extent the place marketing concept as a necessary condition for an effective promotion of 75 rural towns in the seven northernmost regions in Sweden. The paper presents reasons for using the place marketing concept by rural towns in Northern Sweden. Also it contains features of the place marketing concept and its key elements for rural towns, describes the target audience for rural towns with their specific needs and wants.

Place, publisher, year, edition, pages
2013.
National Category
Business Administration
Research subject
Complex Systems – Microdata Analysis
Identifiers
URN: urn:nbn:se:du-30652OAI: oai:DiVA.org:du-30652DiVA, id: diva2:1347163
Conference
53rd Congress of the European Regional Science Association: "Regional Integration: Europe, the Mediterranean and the World Economy", 27-31 August 2013, Palermo, Italy, European Regional Science Association (ERSA), Louvain-la-Neuve
Available from: 2019-08-30 Created: 2019-08-30 Last updated: 2019-09-09Bibliographically approved

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Rauhut Kompaniets, OlgaRauhut, Daniel
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CiteExportLink to record
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