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The Place Marketing Conceptof Rural Towns in Northern Sweden: what is the Unique Selling Point?
Moscow State University of Economics, Statistics and Informatics.
University West, Department of Social and Behavioural Studies, Division of Social Pedagogy and Sociology.ORCID iD: 0000-0002-9146-9984
2013 (English)Conference 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
Economic Geography Business Administration Social Sciences Interdisciplinary
Research subject
SOCIAL SCIENCE, Social work
Identifiers
URN: urn:nbn:se:hv:diva-5383OAI: oai:DiVA.org:hv-5383DiVA, id: diva2:626007
Conference
A paper prepared for the 53rd European Congress of Regional Science International, 27-31 August 2013, Palermo, Italien
Available from: 2013-06-06 Created: 2013-06-06 Last updated: 2018-01-11Bibliographically approved

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