MARKETING PLACES. A RESOURCE-BASED APPROACH AND EMPIRICAL EVIDENCE FROM THE EUROPEAN EXPERIENCE

Abstract

The development of socio-economic areas is a critical issue in both the academic and managerial fields. In this paper, places are metaphorically considered as enterprises: they should use marketing strategies because of increasing competition and the need to satisfy their stakeholders and customers. Marketing places is regarded as indispensable not only in terms of its logical and conceptual foundations, but also in terms of operative implications. The strategies for marketing places are presented in a resource and knowledge-based perspective rather than the “traditional” product-based perspective, and so emphasis is placed on trust and knowledge as critical resources, and strategic place marketing based on relational resources and networking activities. Coevolution between places and their firms is analysed. In a resource-based perspective, every place can be seen as a learning organisation competing in the knowledge economy. Evidence from the European and Italian experience is presented. JEL Classification Numbers: M31, R00.

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