Területfejlesztés marketing aspektusból
Starting from the 1960's and 1970's, a new area of marketing science named 'territorial marketing' has emerged. While there is a certain degree of uncertainty with respect to the system of notions pertaining to territorial marketing, general marketing itself suffers from a simila...
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| Main Author: | |
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| Format: | Article |
| Published: |
2006
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| Series: | Ökonómiai és Vidékfejlesztési Intézet 2006. évi tudományos évkönyve
1 |
| Kulcsszavak: | Területfejlesztés |
| Subjects: | |
| Online Access: | http://acta.bibl.u-szeged.hu/11539 |
| Summary: | Starting from the 1960's and 1970's, a new area of marketing science named 'territorial marketing' has emerged. While there is a certain degree of uncertainty with respect to the system of notions pertaining to territorial marketing, general marketing itself suffers from a similar lack of clarity of notions. The present study treats territorial marketing as an approach to and the decisions made regarding a region, micro-region, city, settlement, etc. serving the purpose of fulfilling the requirements and needs of a territorial area and the persons, enterprises, organizations connected to it and demonstrating an interest in it, better than the competitors. (The terms circumscribing the notion in special literature as 'regional marketing', 'settlement marketing', 'city marketing', etc. are treated here as having the same meaning). Similarly to other products, there appears to be a need for a paradigm shift in relation to a „territorial product" as well. In other words, to resolve the deficiencies of the theory of comparative advantage, I will use the notion of competitive advantage. The reason underlying a paradigm shift is attributed to globalization, since globalization has radically changed the conditions and characteristic features of market competition. Following a clarification of the notion of competitiveness — from a territorial aspect —, an attempt is made to assess, both theoretically and on the basis of specific empirical data, the factors that play a role in determining competitiveness. |
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| Physical Description: | 65-77 |
| ISBN: | 978 963 482 799 3 |