Place marketing in function of attracting resources

This paper describes the competition between locations (cities, municipalities, states and regions) in attracting necessary resources, and the concept of marketing places as the most effective response to the challenges that locations are facing. Given that the attraction of foreign direct investment is one of the most important tasks of place marketing, the paper presents a model of behavior of foreign investors with the most important factors influencing their decision on the choice of location for investment. Understanding this process and adjustment of location as a product in accordance with investors expectations, are necessary preconditions for attracting foreign direct investment successfully. .

• 저널Marketing Science · 41(4) · 213–228
• 토픽Cruise Tourism Development and Management · Transportation
• 저자Branko Rakita, Miloš Šipragić