MEASUREMENT OF PLACE MARKETING ORIENTATION
Journal Title: FOLIA GEOGRAPHICA - Year 2009, Vol 49, Issue 1
Abstract
Place marketing is seen as one of the approaches to enhance and strengthen the place development and its management. However, separate and single marketing activities do not reflect the full adaptation of marketing concept. It is therefore useful and necessary to define the symptoms of marketing orientation and measurement tools that enable to diagnose the level of its implementation in particular place. It can be done by using a normative approach to evaluate market orientation in organizations proposed by Narver and Slater (1990), based on five components: customer orientation, competing tor orientation, interfunctional coordination, long-term focus and profitability. It is suggested to adapt this approach and adjust for place marketing purposes by defining relevant list of attributes.
Authors and Affiliations
Magdalena FLOREK
Keywords
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