Selling the Business Location: Place Marketing in the context of the Rhine-Main Region
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Christiane Mohr
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Selling the Business Location: Place Marketing in the context of the Rhine-Main Region
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Anchor Academic Publishing
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9783954895502
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1
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CHF 31.20
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Einzelne Wirtschaftszweige, Branchen
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English
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78
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kein Kopierschutz/DRM
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PC/MAC/eReader/Tablet
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PDF
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 Germany's most cosmopolitan region, in particular. For an international context, Hong Kong and Los Angeles are used as exemplary competitors. For Los Angeles is one of the United States most powerful cities and Hong Kong represents the gateway to China. However, the focus of the investigation is on a B2B perspective in the marketing of the Rhine Main Region. In literature and in practice, place marketing strategies vary from very simple to very sophisticated. After the creation of a theoretical framework, in which the author examines place marketing from the perspective of the marketer, and that of the business customer, the author puts the whole set into practice with help of the Rhine Main Region, Los Angeles and Hong Kong. In the final conclusion, she assesses the place marketing activities of the aforementioned competitors, and tries to rank them according to their current performance.
Christiane Mohr was born in Palo Alto, California in 1983. She moved to Germany in 1990, and entered the International Baccalaureate program with a full scholarship at Salem International College in 1996. After completing her work at Salem International C
Text Sample: Chapter 4.4, Locational Advantages: In terms of qualified staff, quality of telecommunications, and external transport links, Frankfurt is ranked third place in Europe (Cushman& Wakefield 2009, pp. 15-27). Further locational advantages that are being marketed to the public are listed below. International traffic hub: The Frankfurt Rhine Main region is one of the most important traffic hubs in Europe. Frankfurt am Main international airport was recently ranked no. 1 among the top 20 airports in the EU-27 in terms of total freight and mail carried in 2008 and no. 3 in terms of total passengers carried in 2008 (De la Fuente Layos 2009, pp. 5, 9).'Frankfurt Central Station is the most frequented railway station in Germany. The public transport network in Frankfurt Rhine Main is one of the largest in Germany. And the Rhine and Main rivers are the most important inland waterways in Europe. Frankfurt Rhine Main has an excellent infrastructure. 35 million people can be reached within a 200 km radius' (FrankfurtRheinMain
Selling the Business Location: Place Marketing in the context of the Rhine-Main Region
1
Abstract
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Contents
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List of Figures
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List of Tables
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List of Abbreviations
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1 Introduction
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1.1 Place Marketing Phenomenon
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1.2 Definitions and Terminology
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1.2.1 Region vs. Place
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1.2.2 Place Marketing
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1.3 From Marketing to Place Marketing
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1.4 Aims and Objectives
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2 Selling the Business Location
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2.1 Objectives
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2.2 Elements in a Place Marketing Process
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2.3 Levels of Place Marketing
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2.4 Who are the Main Targets of Place Marketers?
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2.5 Major Actors in Place Marketing
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2.6 The Place Marketing Process
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2.7 Designing the Place’s Image
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2.7.1 Image Marketing
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2.7.2 Branding
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2.7.3 Distributing the Place’s Image and Messages
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2.8 Services in Attracting, Retaining and Expanding Businesses
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2.9 Essentials to Successful Place Marketing
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2.10 Problems
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3 How Investors make their Choices
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3.1 General Framework
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3.2 Steps and Factors Influencing the Buying Process
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3.3 Soft vs. Hard Facts
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3.4 Influence of Place-Rating Information
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3.5 Importance of Cluster
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4 Place Marketing in the Rhine Main Region
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4.1 Facts and Figures
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4.2 Sectors of Industry
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4.3 SWOT Analysis on the Frankfurt Rhine Main Region
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4.4 Locational Advantages
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4.5 Attracting, Retaining and Expanding Businesses
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4.6 Designing the Image
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4.7 Distributing the Place’s Image and Messages
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4.8 Opportunities and Problems
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5 The Rhine Main Region in an International Context
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5.1 Hong Kong
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5.2 Los Angeles
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5.3 Country Comparison
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6 Conclusion
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List of References
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Appendix
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