Change search
ReferencesLink to record
Permanent link

Direct link
Perspektiv på platsmarknadsföring
KTH, School of Architecture and the Built Environment (ABE), Urban Planning and Environment, Urban and Regional Studies.
2013 (Swedish)Doctoral thesis, monograph (Other academic)
Abstract [en]

The overarching aim of this study is to contribute with new perspectives on place marketing, theoretically as well as empirically. More specifically, the aim is to characterize the place marketing research literature, describe its content and explore the extent to which it is valid in a Swedish municipal context. This basic approach is important, partly because it is difficult to comprehend the difference between central concepts and different types of research literature within the field of place marketing, partly because the research literature tend to generalize from a specific empirical material, foremost large cities in the western world.

In the first part of the study a literature review is carried out. The review includes a typology which shows two broad lines of research within the field of place marketing: one which conceptualizes place marketing by examining what is being done in cities, municipalities and regions, and another one which is anchored in the discipline of marketing. The first tradition is referred to as “place” and the other one as “marketing”. The typology also shows, among other things, different approaches within each research line. The research which is referred to as place is described as empirical and/or critical. The research which is referred to as marketing is described as prescriptive and/or theoretical.

The second part of the study is based on two surveys, both distributed to all 290 municipalities in Sweden. The surveys bring questions about competition and cooperation as well as entrepreneurial policy and efforts to increase the attractiveness of the municipalities in to focus. The results partly confirm and partly call for a more in-depth analysis of these phenomena.

The study makes a distinction between place marketing and place selling. Place marketing is described as a demand-oriented approach in planning and place development and place selling as the opposite, i.e. as a supply-oriented approach. In the study it is argued that most place marketing research appears to be about place selling rather than place marketing. Furthermore, it is argued that efforts to increase the attractiveness of the municipalities appear to be characterized by place selling rather than place marketing.

Place, publisher, year, edition, pages
Stockholm: KTH Royal Institute of Technology, 2013. , 176 p.
Trita-SOM , ISSN 1653-6126 ; 2013:09
Keyword [sv]
Platsmarknadsföring, platsförsäljning, promotion, territoriell konkurrens, entreprenöriell politik, attraktivitet, samhällsplanering
National Category
Other Social Sciences Economics and Business
URN: urn:nbn:se:kth:diva-126109ISBN: 978-91-7501-822-5OAI: diva2:641892
Public defence
2013-09-04, F3, Lindstedtsvägen 26, Entréplan, KTH, Stockholm, 09:00 (Swedish)

 QC 20130820

Available from: 2013-08-20 Created: 2013-08-19 Last updated: 2013-09-06Bibliographically approved

Open Access in DiVA

Doctoral thesis(1062 kB)805 downloads
File information
File name FULLTEXT02.pdfFile size 1062 kBChecksum SHA-512
Type fulltextMimetype application/pdf
errata(88 kB)15 downloads
File information
File name ERRATA01.pdfFile size 88 kBChecksum SHA-512
Type errataMimetype application/pdf

Search in DiVA

By author/editor
Berglund, Elin
By organisation
Urban and Regional Studies
Other Social SciencesEconomics and Business

Search outside of DiVA

GoogleGoogle Scholar
Total: 805 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

Total: 761 hits
ReferencesLink to record
Permanent link

Direct link