Concept Marketing for Communities: Capitalizing on Underutilized Resources to Generate Growth and Development - Couverture rigide

Phillips, Rhonda

 
9780275967987: Concept Marketing for Communities: Capitalizing on Underutilized Resources to Generate Growth and Development
Couverture rigide
ISBN 10 : 0275967980 ISBN 13 : 9780275967987
Editeur : Praeger Publishers Inc, 2002

Synopsis

Exceptional communities possessing a definitive sense of place, the cities and towns presented in this book have created or re-created a style, ambience, or character that transcends the ordinary and is used as the basis for community economic development. Adapting the idea of concept marketing, these communities have found a niche or specialty to create community recognition and serve as a basis for garnering external investment, tourism, and other revenue-generating events. This book examines the use of popular and corporate culture, retail establishments, historical tradition, and surrealism in community concept marketing and profiles examples of communities from a diverse array of contexts and geographical settings.

Bellows Falls, VT, for instance, a once-depressed former milltown has transformed itself to a vibrant community through an arts integrated development strategy, while Austin, MN, the home of Hormel Foods, has drawn on the town's corporate culture with the opening of a new SPAM Museum. Manchester, VT, taking a retail approach, has become a designer outlet mecca, and Walnut, IA, the state's Antique City. Cape May, NJ, has restored its historic properties and successfully marketed itself as a seaside resort, while Holland, MI, exemplifies the surreal approach, marketing itself as a Dutch town. Considering these and other uniquely marketed communities, this book examines the elements necessary for a successful concept marketing strategy to community economic development.

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À propos de l'auteur

RHONDA PHILLIPS is Director of the Center for Building Better Communities and an Assistant Professor in the Urban and Regional Planning Department at the University of Florida.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
Praeger Publishers Inc
Date d'édition
2002
Langue
anglais
ISBN 10 
0275967980
ISBN 13 
9780275967987
Reliure
Relié
Nombre de pages
184
Coordonnées du fabricant
non disponible
Personne responsable
GPSR Kontakt
gpsr@libri.de

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