STRATEGIC APPROACH IN MARKETING PLACES

Trương Thị Ngọc Thuyên

Abstract


Several cities around the world has enjoyed success in multi-aspects thank to marketing places. This has also been a topic which attracted attentions in Vietnam recently. However, documents about Marketing Places in Vietnamese are limited. The implementation marketing places is still debatable. The article demonstrates the strategic approach in general model of marketing places, including: defining the target market, building the marketing factors, composing marketing plan, conducting–controlling and evaluating marketing programme. The resources and competitive competences of each place are different, hence each place should be proactive in its marketing plan basing on analysing the distinguished situation of the place, adding by balancing with the long-term budget so that the expected results of the marketing programme are beneficial in terms of both performance and return of investment.


Keywords


Marketing places; Strategic approach model



DOI: http://dx.doi.org/10.37569/DalatUniversity.0.0.219(2012)

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