Thesis
Place marketing : marketing for investment
- Creator
- Rights statement
- Awarding institution
- University of Strathclyde
- Date of award
- 1986
- Thesis identifier
- T5596
- Qualification Level
- Qualification Name
- Department, School or Faculty
- Abstract
- This thesis studies the activities undertaken by various public organisations to attract inward investment to an area. It attempts to place these activities into a marketing framework, with particular reference to three organisations - Swindon Enterprise; East Kilbride Development Corporation; Glasgow Action. Many areas have been adversely affected by economic change - "de-industrialisation". In response to this, various organisations and agencies - both public and private – have become involved in attempting to regenerate the depressed economies of these areas. One approach to tackle the problem, is to attract to the area, employment generating investment - investor marketing. This entails the area selling itself like a consumer product to potential investors and involves competition with other areas - each area acts only for itself. Marketing theory and techniques are used in this pursuit of investment. Place marketing organisations such as local authorities; New Towns; Regional Development agencies, attempt to research the investor market and identify target segments which they can best attract. The organisation develops an offer for the target market - one that should differ from the offers of competitors serving the same target market. Through an "exchange" process, this offer should satisfy the target customer’s particular needs and wants, and bring productive investment into the local economy. In this process of attracting investment, the organisation utilises certain marketing variables - The product (and price) and promotion. The product (the area and all contents) can be changed to a limited extent to be more attractive to the investor. Promotional activities are undertaken to communicate the availability of the product, and to produce a favourable image for the product. The three case studies - a local authority; a New Town; a public sector/private sector initiative demonstrate the application of marketing technique, to an urban problem. An approach which involves competition between areas and disregards areas that cannot compete - only the attractive are successful.
- Advisor / supervisor
- Boyle, Robin
- Resource Type
- DOI
Relations
Items
| Thumbnail | Title | Date Uploaded | Visibility | Actions |
|---|---|---|---|---|
|
|
PDF of thesis T5596 | 2026-09-01 | Public | Download |