Selling the Business Location - Mohr, Christiane (Diplomica Verlag, 2013)
Selling the Business Location: Place Marketing in the context of the Rhine-Main Region; Abstract; Contents; List of Figures; List of Tables; List of Abbreviations; 1 Introduction; 1.1 Place Marketing Phenomenon; 1.2 Definitions and Terminology; 1.2.1 Region vs. Place; 1.2.2 Place Marketing; 1.3 From Marketing to Place Marketing; 1.4 Aims and Objectives; 2 Selling the Business Location; 2.1 Objectives; 2.2 Elements in a Place Marketing Process; 2.3 Levels of Place Marketing; 2.4 Who are the Main Targets of Place Marketers?; 2.5 Major Actors in Place Marketing; 2.6 The Place Marketing Process
2.7 Designing the Place's Image2.7.1 Image Marketing; 2.7.2 Branding; 2.7.3 Distributing the Place's Image and Messages; 2.8 Services in Attracting, Retaining and Expanding Businesses; 2.9 Essentials to Successful Place Marketing; 2.10 Problems; 3 How Investors make their Choices; 3.1 General Framework; 3.2 Steps and Factors Influencing the Buying Process; 3.3 Soft vs. Hard Facts; 3.4 Influence of Place-Rating Information; 3.5 Importance of Cluster; 4 Place Marketing in the Rhine Main Region; 4.1 Facts and Figures; 4.2 Sectors of Industry; 4.3 SWOT Analysis on the Frankfurt Rhine Main Region
4.4 Locational Advantages4.5 Attracting, Retaining and Expanding Businesses; 4.6 Designing the Image; 4.7 Distributing the Place's Image and Messages; 4.8 Opportunities and Problems; 5 The Rhine Main Region in an International Context; 5.1 Hong Kong; 5.2 Los Angeles; 5.3 Country Comparison; 6 Conclusion; List of References; Appendix
Hauptbeschreibung In the past decade, place marketing, country marketing and city marketing have enjoyed an increase in recognition, especially as countries and locations have been spending more money to encourage firms to locate their offices, and plant locations in the place marketer's area. This is reflected in a growing number of associations, literature, media coverage and educational courses offered. The aim of the present study is to evaluate current literature in order to understand the importance of place marketing in general, and marketing of the Rhine Main Region, as