地域のマーケティング 単行本 – 1996/9
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From a content perspective, the book is very American-centric, and could use an Asian or European perspective (there are some examples, but no significant case studies on these markets). Moreover, there is no mention of Internet or digital marketing channels, or how trends like collaborative consumption are changing place marketing. Also, most of the book actually outlines basic marketing principles, but applied in the context of places; this is fine, but I would have expected something more in-depth.
Mr. Kotler not only provides the tools for city/community planners and economic developers hoping to better position and market its communities, but also provides companies with a template for evaluating potential corporate investment locations. In many respects his observations predicted future social-economic issues that still affect our cities and communities today. Marketing Places is still very relevant and insightful 15 years after its initial printing. A must read.
Students of city planning, urban affairs, etc., might conclude that the emerging field of hotel, motel, and resort management may offer a more relevant practical model of city management than the current curriculums offer. When it's all said and done what's the significant difference between managing a city and managing a total service resort? As the politics of citys, space, become more rationalized in the larger systems of global markets and international trade, local decision making is increasingly becoming influenced by the factors that Kotler, et al raise in their book.
It's no surprise that my friends in the private sector find "place marketing" the newest fad in the consulting field. In truth, I've been pleased to see the social planners and business planners find common ground in the models and ideas that Kotler, Porter, et al have managed to present.