POSSIBILITIES OF APPLICATION OF MARKETING IMSTRUMENTS IN PLACE MARKETING AREA
Journal Title: FOLIA GEOGRAPHICA - Year 2008, Vol 47, Issue 1
Abstract
he paper discusses the structure of place marketing tools. arguing that the classic marketing mix is insufficient in the case of place marketing, the proposal of new marketing set for places presented. it encompasses co-called megaproduct (within which price and distribution should be included), promotion, partnership, and identity of a place. the last one, perspective tool, is especially important and its significance comes from the importance of place image. it is also suggested that identity should be treated as superior and coordinative instrument in place marketing mix
Authors and Affiliations
Magdalena FLOREK
Keywords
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