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Revista de Administração (São Paulo)

Print version ISSN 0080-2107On-line version ISSN 1984-6142


OCKE, Marco Antonio de Moraes  and  IKEDA, Ana Akemi. Place marketing: state of the art and future perspectives. Rev. Adm. (São Paulo) [online]. 2014, vol.49, n.4, pp.671-683. ISSN 0080-2107.

The purpose of this work is to contribute for rethinking the nature and meaning of place marketing in the literature, describing the three main influential perspectives in its development – promotion, planning and branding – and present a critical analysis of its evolutional process. To guide the understanding, avoid individual interpretations and propose a common language, this analysis includes the convergence of perspectives on a concept characterized as an important management tool for exchanges occurring in territorial scope aimed at socioeconomic development of the place. As a contribution, the paper presents a structure for future research by identifying gaps between the theory of place marketing and the way it is understood, as well as significant difficulties in its implementation.

Keywords : place marketing; promotion; planning; branding.

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