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ИД «Финансы и кредит»






Regional Economics: Theory and Practice

Marketing communications in place promotion

Vol. 18, Iss. 10, OCTOBER 2020

Received: 23 July 2020

Received in revised form: 19 August 2020

Accepted: 9 September 2020

Available online: 15 October 2020

Subject Heading: MARKETING

JEL Classification: M31, M38, R58

Pages: 2001–2018


Komarov M.A. Lomonosov Moscow State University (MSU), Moscow, Russian Federation

ORCID id: not available

Subject. This article discusses the marketing aspects of place branding development.
Objectives. The article aims to summarize current ideas about communications in place marketing.
Methods. For the study, I used comprehensive and systems approaches.
Results. The article identifies the main types of motivation that encourage consumer decision-making and substantiates the application of the 7C concept model in order to position the place using the Internet.
Conclusions. Developing a place branding, building an umbrella brand model and forming numerous sub-brands based on it are more preferable to hit the target. The most promising approach to place marketing is the relational one that can help build an extensive network of marketing communications.

Keywords: place branding, marketing communications, MarCom, positioning, target audience


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