The Baltic Region

2009 Issue №2

Back to the list Download an article

Cross-border Cooperation as a Mechanism of Regional Marketing in the Baltic Region

DOI
10.5922/2079-8555-2009-2-6
Pages
46-51

Abstract

The article offers a pragmatic approach to certain aspects of cross-border regionalisation. The marketing component of Euroregion development and the implementation of cross-border cooperation projects are considered as key directions of the joint activity of cross-border partner-regions. The authors analyse the opportunity to apply the territory brand model to research on the mechanisms of cross-border cooperation and to the elaboration of an efficient development strategy as a promising direction of further study of the cross-border cooperation and regionalisation phenomena.

Reference

1. Каледин Н. В., Корнеевец В. С. Трансграничное сотрудничество в Бал­тийском регионе — к новым пространственным формам международной эко­номической интеграции // Вестник Санкт-Петербургского университета. Сер. 7.  2007. Вып. 3. С. 79—89.

2. Пальмовский Т. Новая Балтийская биполярная модель межрегионально­го сотрудничества // Вестник Калининградского государственного универси­тета. Вып. 6: Сер. Регионоведение. Калининград: Изд-во КГУ, 2004. С. 66—75.

3. Программа соседства региона Балтийского моря. URL: http://www.lenobl. ru/economics/foreign/neighbour/ Baltic_region#reg34

4. Anholt S. Nation Branding: A continuing theme. Brand management. 2002. № 10 (1). Р. 59—60.

5. Anholt S. Competitive identity: The new brand management for nations, cities and regions. UK: Palgrave Macmilan, 2007.

6. BSR Interreg IIIB Co-operation Area. URL: http://www.spatial.baltic.net/ prog­ramme.html.

7. Grönroos C. Service Management and Marketing. A customer relationship management approach. 2nd edition. Wiley, 2000.

8. Gummesson E. Evert Gummesson: Stockholm University. In Fisk // Services Marketing Self-Portraits: Introspections, Reflections, and Glimpses from the Ex­perts. Chicago, 2000. P. 109—132.

9. Hakli J. Cross-border identities in the new Europe: Chost of the past or sign-post to the next millennium. URL: http://www.may.ie/staff/dpringle/ igu/hakli. pdf

10. Interreg IIC Baltic Sea Region. Region Policy Inforegio. URL: http://ec.europa.eu/regional_policy/reg_prog/po/prog_664.htm

11. Johnson C. M. Cross-Border Regions and Territorial Restructuring in Cen­tral Europe: Room for More transboundary Space // European Urban and Regional Studies. 2009. № 16. Р. 177—191.

12. Keller K. L. Strategic Brand Management Building, Measuring and Manag­ing Brand Equity. 3rd ed. Ney Jersey, 2008.

13. Kotler P. Marketing management. 10th ed. Upper Saddle River. N. J., 2000.

14. Kotler P., Keller K. Marketing management. 13th ed. Pearson Prentice Hall, 2009.

15. Kramsch O., Hooper B. (eds). Cross-border governance in the European Un­ion. Routledge, Abingdon, 2004.

16. Löfgren O. Regionautus: the transformation of cross-border regions in Scan­dinavia // European Urban and Regional Studies. 2004. 15 (3). Р. 195—209.

17. Vargo S. L., Lusch R. F. The Four Service Marketing Myths: Remnants of a Goods-Based, Manufacturing Model // Journal of Service Research. 2004. 6 (4). Р. 324—335.