National Interests: Priorities and Security

The evolution of place marketing in the global economy

Vol. 13, Iss. 8, AUGUST 2017

Received: 8 February 2017

Received in revised form: 18 May 2017

Accepted: 26 June 2017

Available online: 29 August 2017

Subject Heading: GLOBALIZATION

JEL Classification: F15, F51, М38, R50

Pages: 1575–1588

Anokhin E.V. National Research Lobachevsky State University of Nizhny Novgorod, Nizhny Novgorod, Russian Federation

Anokhin V.A. National Research Lobachevsky State University of Nizhny Novgorod, Nizhny Novgorod, Russian Federation

Importance There are extensive practices of applying marketing methods and tools to manage various places. However, few studies focus on the origination and use of the marketing approach to place management. This research presents a scientific insight and comprehensive analysis of the subject.
Objectives The research outlines and analyzes the evolution of the marketing approach to place management.
Methods The methodological underpinning comprises a systems and functional approach based on such methods as induction and deduction, analysis and synthesis, comparative an historic method.
Results Analyzing the use of historical prototypes of contemporary marketing methods and tools, we describe how the marketing approach to place management originated and developed. The article also reviews general and specific tools of place marketing, possibility of using methods and tools from other sectors in place marketing. We propose a model of international market relations that exist in the global economy.
Conclusions and Relevance We conclude that marketing is one of the driving forces for accelerating globalization processes, as it streams the economy so to satisfy many changing needs of buyers worldwide. However, the proclaimed liberalization of foreign trade, in fact, is of formal nature, without eliminating the discrepancies between the advanced economies and peripheral economies.

Keywords: marketing, territory, globalization, method, model


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