Regional Economics: Theory and Practice

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Regional Economics: Theory and Practice

35(218) - 2011 September

Achievements and methodological problems of place marketing

Vol. 9, Iss. 35, SEPTEMBER 2011

Available online: 6 October 2011

Subject Heading: Economics and management

JEL Classification:

Frolov D.P. Doctor of economic sciences, head of a chair marketing and advertising, Volgograd state university
ecodev@mail.ru

Matytsin D.E. Postgraduate student of chair marketing and advertising, Volgograd state university
marketech@volsu.ru

Shamin Y.V. Postgraduate student of chair theory of finance, credit and taxation, Volgograd state university
marketech@volsu.ru

Sishkov V.A. Postgraduate student of chair theory of finance, credit and taxation, Volgograd state university
marketech@volsu.ru

In the article conceptual workings out and contradictions in the field of place marketing are generalized. The methodology of place marketing ? a combination of system, evolutionary and institutional approaches is proved. The key role of relationship marketing in promotion of territorial brands is defined.

Keywords: place marketing, place branding, marketing theory, system paradigm, institutionalism, relationship marketing

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ISSN 2311-8733 (Online)
ISSN 2073-1477 (Print)

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