Marketing Mix for Cities and Regions

Publié le par Vincent Gollain

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According to Wikipedia, the term "Marketing Mix" was coined in 1953 by Neil Borden. However, this was actually a reformulation of an earlier idea by his associate, James Culliton, who in 1948 described the role of the marketing manager as a "mixer of ingredients", who sometimes follows recipes prepared by others, sometimes prepares his own recipe as he goes along, sometimes adapts a recipe from immediately available ingredients, and at other times invents new ingredients no one else has tried. A prominent marketer, E. Jerome McCarthy, proposed a Four P classification in 1960, which has seen wide use.

 

For Cities and Regions, it would appear that some kind of adaptation is necessary.

 

According to my experience, the "marketing Mix" for Cities and Regions could combine 11 categories (see Chart).

 

 

Plus :

Download "The concept of Marketing Mix"

City marketing and City Competitiveness: a review by Theodore Metaxas

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fax par internet 14/10/2011 11:47


Un article du Wall Street Journal paru en 2009 avait pas mal résonné dans la blogosphère : le journaliste y annonçait la fin prochaine de l’email. Des tonnes de commentaires et de billets avaient
suivi : c’est clairement un sujet qui touche tant les utilisateurs que les marketeurs.