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Place marketing as a planning tool

Goodenough, Jane; (1995) Place marketing as a planning tool. Masters thesis (M.Phil), UCL (University College London). Green open access

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Abstract

This study examines place marketing as a planning tool for local authorities, focusing on the type of marketing designed to attract jobs and investment to an area. Two strands of research emerge from a literature review. Firstly a need to update a 1984 study of local authority marketing activity as place marketing has evolved and escalated since then, and secondly, a need to determine the outcomes from place marketing. A survey of local authorities revealed a 96.5 per cent involvement in place marketing activities in 1995 and an analysis of the same local authorities' marketing brochures demonstrates both innovative and common approaches. These brochures also show that although many local authorities are operating an equal opportunities policy, these ideals are not filtering through to all aspects of their work. Brochures reveal a distinct lack of women, people from ethnic minorities and people with disabilities depicted in responsible working roles. A comparative study of two statistically similar areas, one which had place-marketed since the 1960s, and one which had marketed only sporadically, demonstrated that employment was rising well above the national average in the place-marketed area. A survey of firms also show that although around 35 per cent of firms' directors could remember marketing in both areas, only five firms found the marketing to be at all influential in their choice of location. In conclusion it is contended that marketing and planning policy should be closely linked if it is to be successful. There is no point marketing simply because everyone else does it, there must be something, in the way of development sites or properties, to sell.

Type: Thesis (Masters)
Qualification: M.Phil
Title: Place marketing as a planning tool
Open access status: An open access version is available from UCL Discovery
Language: English
Additional information: Thesis digitised by ProQuest.
Keywords: Social sciences; Point marketing
URI: https://discovery.ucl.ac.uk/id/eprint/10101780
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