Identifying Key Stakeholder Groups for Implementing a Place Branding Policy in Saint Petersburg
... article defines the concept of key regional stakeholders and identifies them. The proposed target audience (stakeholder group) model for a place branding policy is tested on the case of Saint Petersburg. The authors show that each target audience of place marketing requires an individual policy. This is explained by the fact that each group enjoys its unique features that should be taken into account when creating and transmitting messages.
1. Scarlet Sails "recognized the best urban event in Europe,...
The institutional concept of territory marketing management
Kotler F., Haider D., Rein I.
Marketing Places: Attracting Investment, Industry and Tourism to Cities, States and Nations. New
Yuldashеva O. U., Mescheryakov T. V. .
territory marketing, geomarketing, place marketing, institutional concept of territory marketing