Marketing Places Europe: How to Attract Investments, Industries, Residents and Visitors to Cities, Communities, Regions and Nations in Europe

Places Europe stimulates the reader to see beyond traditional regional policies. Instead of the traditional regional jargon we are here confronted with place-opportunities caused by globalisation. Place-sellers are meeting place-buyers. Selective targeting, unique offerings and place images are developed in a European and global context. This is exactly what Europe urgently - Soren Anderson, CEO, Swedbank Thanks to globalization and the integration of the European Union, competition among city-systems will greatly increase. This book helps Mayors and local administrators face this new - Riccardo Illy, Mayor, City of Trieste, Italy After reading Marketing Places Europe you will know if the place that you care so much about is attractive to companies for investment. - Christian Cabrol, directeur commercial Sophia Antipolis This intriguing and stimulating title comprehensively discusses the formidable challenges faced by European communities. - Marketing Business: The magazine for The Chartered Institute of Marketing hold a vital key to a bottom-up approach to the future Europe.Regions establish prosperous regional development which ensure sound living and working conditions and infrastructures which aim to provide growth and welfare to all citizens in Europe. As a regional representative I recommend this book. - Knud Andersen, Chairman of BSSSC, County Mayor of Bornholm In a globalized economy regions are becoming of key importance for industrial policy, employment policy and the location of business activity. The growing competition for new businesses and new jobs forces regional and local authorities to mobilise their resources and exploit their potential. This publication is an important help for politicians and officials aiming at elaborating a successful regional development strategy. - Prof. Manfred Dammeyer, President of the EU-Committee of the Regions Europe is full of communities vying for jobs, tourists and investors. Places, like products and services, now need to be marketed and marketed well. Market forces keep changing and there is no room for complacency.By treating places as businesses and applying strategic marketing and communication strategy, Marketing Places Europe offers a winning prescription for place-sellers - business and public officials - to bring prosperity and competitive edge to their communities and shows place-buyers - investors, residents and visitors - how to identify the right locality for their needs. How can we create stronger and better communities throughout Europe? The unified Europe will comprise the largest market in the world and the challenge to excel in the European and global marketplace has never been greater. For the responsive community, competitive forces will invigorate and produce new partnerships and star performers. To create more opportunities, communities must have skills in attracting investors, business, residents and visitors. Places, like products and services, need to be marketed with sophistication and precision. Marketing Places Europe is the first book to offer a systematic analysis of why many European communities have fallen on hard times and makes positive recommendations for revitalisation in the new millennium.The book is crammed with case-studies examining European places engaged in various strategies to meet the competitive challenge. Some illustrate major success achieved through the principles of placemarketing, others illustrate the dilemmas and pitfalls that places have faced in trying to compete for resources. The book offers solutions for a variety of challenging place situations. Marketing Places Europe helps Europe's decision-makers to adopt a strategic marketing plan to build a better future and bring prosperity to their communities, while those places that leave their future to chance or inertia are left behind.