Place as value proposition.

Roberto Bruni, Federica Caboni

Place as value proposition.

The marketing perspective

This work provides a particular perspective on the polysemous concept of ‘place’ and integrates marketing and management frameworks – S-D Logic, Service Science and Network-System theories – to explain the place as value proposition, emergent by the perceptions and interactions between subjects/stakeholders/users and the spatial contexts.

Pages: 120

ISBN: 9788891763174

Edizione:1a edizione 2017

Publisher code: 365.1170

Can print: No

Can Copy: No

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Format: PDF con DRM for Digital Editions

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This work provides a particular perspective on the polysemous concept of "place" and integrates marketing and management frameworks - S-D Logic, Service Science and Network-System theories - to explain the place as value proposition, emergent by the perceptions and interactions between subjects/stakeholders/users and the spatial contexts.
A service perspective emerges and the value co-creation logic is applied to place marketing, identifying an alternative vision in managing value and strategies in places. This marketing approach is contextualized to the city centre, and presents the value co-creation perspective within the Town Centre Management (TCM) scheme. Implications between marketing, management, government and stakeholders are identified in place dynamics.

Roberto Bruni PhD, is Assistant Professor of Business Management at the Department of Economics and Law, University of Cassino and Southern Lazio, where he teaches Service Management and Place Marketing. He is Visiting Professor at Masaryk University - Brno (CZ) - where he teaches Service Management. He participates in international congresses with his own works in the research streams of service management, place marketing and retail management. He is fellow of the Institute of Place Management (IPM) - Manchester Metropolitan University.

Federica Caboni
PhD, is Research Fellow in Business Administration at the Department of Economic and Business Science, University of Cagliari. In 2016-2017 she taught in the Organization Social Responsibility course. She was a Visiting Scholar at Stockholm University, School of Business, Stockholm Programme of Place Branding. At present, she is a Visiting Scholar at the University of Gothenburg, School of Business, Economics and Law, Department of Business Administration, Marketing section. She has been a speaker at several international conferences on Place Management and Place Branding. She is a member of International Place Branding Association (IPBA) and a member of Regional Studies Association (RSA), UK.

Foreword
Acknowledgements
Introduction
Federica Caboni, Managing environment complexity
(Introduction; Factors influencing the change; Changes in actors' relationships and markets; Analysing complexity; Companies and places: Overcoming complexity through interaction and cooperation; Theoretical background: Supporting the change in organizations and places)
Roberto Bruni, Place concept in marketing and management frameworks
(Introduction; Defining the concept of place; Place as a complex adaptive system; Service, networks and systems: Identifying the emerging place; Integrating frameworks by explaining the place as a value proposition)
Roberto Bruni, Place marketing and branding: literature and different perspectives
(Introduction; Analysing the place marketing concept; Place marketing and the value co-creation logic; Place branding)
Federica Caboni, Knowledge, technology and actors in place
(Introduction; Value co-creation and knowledge development; Information flows, knowledge, companies and place; The role of technology in place emersion)
Federica Caboni, Town Centre management
(Introduction; Town Centre Management models: principles; Town Centre Management's structure; Marketing and management in Town Centre Management; Town Centre Management and technologies: the path toward the co-creation)
Roberto Bruni, Place marketing, relationships and governance
(Introduction; Identification of the emergent dynamics between territories, society and management frameworks; Analysing effective value co-creation in place marketing: the Actor for Actor (A4A) relationship; Place marketing through a value co-creation logic: Implications for stakeholders and governance; Government, governance and emerging strategic thinking; The relations between technology-, knowledge- and information-diffusion and the engagement of actors)
References.

Serie: Economia - Ricerche

Subjects: Economy and Business Studies

Level: Scholarly Research

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