Place branding and marketing : english readers

My website is only in french, but you could find some articles in english to download.

1. The Cerise Revait Method

 

My first article is about the Cerise Revait (c) Method. Cerise Revait® (fourth version) uses an updated understanding of the territory to deliver a real grasp of its competitive advantages in the light of alternative offers in the designated sphere of competition.

Download the presentation (PPT).

 

2. How to build a marketing plan for cities or regions ?

 

I've published a book in french which describes my method. In this book, you can find the process of building an operational plan of Place Marketing. I suggest to follow 10 steps:

 

 

The overall territorial marketing approach: three sequences and ten steps

 

 

First sequence: the survey

 

- Step 1: putting information at the heart of the approach

- Step 2: analysis of the markets

- Step 3: examining the markets' environment

- Step 4: evaluating the competitive positioning of the territorial offer

- Step 5: analyzing the territory's relationship with its population

- Step 6: summarizing the assessment of the territorial offer in the light of demand

 

 

 

 

 

 

  

 

 

 

 

 

Second sequence: defining the strategy

 

- Step 7: choosing an ambition

- Step 8: building the promise

 

 

 

 

 

 

Third sequence: drawing up the action plan

 

- Step 9: creating the plan via the marketing mix

- Step 10: optimized schedule

 

 

  

 

 

Source: V. Gollain, "Le guide du marketing territorial", Territorial Editions,, 2010

 

 

Executive summary of this book (french only) 

 

3. Articles in english

 

The link to the topic of articles in English

 

Le Blog de Vincent Gollain

Bienvenue sur mon blog qui traite du marketing territorial au service de l'attractivité des territoires.
Vincent Gollain

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  • Marketing territorial
  • Vincent Gollain
  • Directeur à l'Agence Régionale de Développement Paris Ile-de-France ; Président du Club des développeurs d'Ile-de-France ; intervenant à l'Université de Paris Sud et membre du Bureau exécutif Cap Digital.
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