Place marketing as an approach to planning place growth strategies - The case of Sydney Darling Harbour
In the past three decades many cities and regions around the world have applied a marketing approach to place planning in an effort to attract development resources, now called “place marketing”. This paper offers a critical review of the evolution of place marketing, discusses reasons for the ev...
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| Main Author: | |
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| Format: | Article |
| Language: | English |
| Published: |
VNU
2014
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| Subjects: | |
| Online Access: | http://repository.vnu.edu.vn/handle/11126/4660 |
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| Institution: | Vietnam National University, Hanoi |
| Language: | English |
| Summary: | In the past three decades many cities and regions around the world have applied a
marketing approach to place planning in an effort to attract development resources, now called
“place marketing”. This paper offers a critical review of the evolution of place marketing,
discusses reasons for the evolution and then investigates place marketing practices through the
case of Sydney Darling Harbour. Although usedin much earlier times, place marketing was
mainly promotional, intuitive and random then. A more integrated and strategic implementation of
place marketing has been evident in recent decades. Place marketing is considered to be both a
consequence of, as well as a necessity for, increased competition between places for development
resources. Darling Harbour is the starting pointof a long-term and large-scale program of
marketing the city of Sydney to its target markets - transnational corporations (TNCs) and tourists.
Although the way in which it has been implemented is debatable, Darling Harbour is one of the
most favoured attributes of the place product offered by Sydney to the target markets. |
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