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ORIGINAL ARTICLE
CONTENTS AND EVOLUTIONARY STEPS IN PLACE MARKETING DEVELOPMENT
1
Państwowa Szkoła Wyższa
im. Papieża Jana Pawła II w Białej Podlaskiej
Publication date: 2018-07-02
Economic and Regional Studies 2011;4(1):5-16
KEYWORDS
ABSTRACT
Territory marketing (place marketing) it is no doubt nowadays one of the faster developing area of marketing practice and theory. We can see major grow of local governors and authorities activities in the area of territory marketing (place marketing). Many cities and provinces are taking intensive actions in the area of brand strategy building. In the territory marketing literature not much attention is put on definition issues. In the article based on the new definition of marketing AMA 2007 the territory marketing definition was presented as well as characteristics being a key of its existence. Also, the stages of territory marketing evolutions’ were presented. The author pointer out further steps and research actions to be taken in this area.
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