Digital Marketing of Place Leadership

Vlasova, Natalia; Kulikova, Elena; Каточков, Виктор Михайлович

doi:10.1007/978-3-030-15495-0_11

Cited by 3 publications

(6 citation statements)

References 25 publications

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“…Besides parallel branding, places need to be aware of both official and unofficial communication and of the different strategies to be pursued accordingly (Amani, 2022;Braun et al, 2014;Briana, 2022;Here zniak, 2017;Kavoura and Bitsani, 2013;Lucarelli, 2018Lucarelli, , 2019Vlasova et al,…”

Section: ) Communicationmentioning

confidence: 99%

Brand-driven identity development of places: application, evaluation and improvement suggestions of the BIDP-framework

Maffei

2023

JPMD

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Purpose The purpose of this paper is to assess the suitability of Botschen et al.’s (2017) Brand-driven Identity Development of Places (BIDP) framework to support places in developing their brand-driven identity and offering sustainable tourism models. Design/methodology/approach This paper applies design science research (DSR) to evaluate the BIDP-framework. A qualitative methodology is used, bringing together findings from four different case studies and from existing academic literature to make relevant suggestions for the improvement of the framework. Findings The findings indicate that the BIDP-model represents a valid artifact for the development of a brand-driven place identity, but that there is room for improvement. Originality/value This paper adopts a DSR approach in a managerial context and shows its validity for evaluating a place branding framework. Moreover, it provides implications not only for managers directly involved in place branding, who can benefit from the model assessment and its suggestions for improvement, but also for tourists and local communities, who will take advantage of more sustainable branding models that better integrate the needs of local actors.

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Section: ) Communicationmentioning

confidence: 99%

Brand-driven identity development of places: application, evaluation and improvement suggestions of the BIDP-framework

Maffei

2023

JPMD

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“…Marketing strategies in the city context aim at increasing competitiveness and economic growth in the global context and enhancing the leadership of the city worldwide (Gibbs et al ., 2013; Muñoz and Cohen, 2016; Taylor Buck and While, 2017; Vlasova et al ., 2019). The implementation of the marketing concept is not only related to the initiatives to promote the area, the strengthening of the city branding at the national and international level and the creation of an enabling image in the global landscape but also to a clear understanding of local problems, their consistent solution to make the territory more attractive to citizens, tourists, students and investors (Paolo Russo and Sans, 2009; Lee and Lee, 2014; Hollands, 2015, 2020; Almirall et al , 2016)…”

Section: Mapping Extant Research On International Marketing and Smart Citiesmentioning

confidence: 99%

“…In the “phenomenon” category, we identified another theme encompassing studies focused on smart cities investments in marketing . Smart city planners identify and meet people's needs enhancing the role of smart city globally and strengthen the city brand and attractiveness (Herrschel, 2013; Taylor Buck and While, 2017; Vlasova et al ., 2019). All cities' stakeholders do not represent users only, but they are the value cocreators of the city brand, the source of the competitive advantage belonging to the smart city and the main vehicle to promote the smart city internationally (Albino et al ., 2015; Chatfield and Reddick, 2019).…”

Section: Thematic View Broad Theme Key Findings and Theoretical Frameworkmentioning

confidence: 99%

Marketing innovation and internationalization in smart city development: a systematic review, framework and research agenda

Christofi

Iaia

Marchesani

et al. 2021

IMR

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PurposeSmart cities and their internationalization process and efforts in order to gain the competitive advantage in the international arena have received a great deal of attention by marketing scholars and practitioners alike. Yet, the growing number of studies focused on this topic has led to considerable fragmentation and theoretical confusion.Design/methodology/approachTo move the domain forward, this study applies the systematic review methodology and reviews 41 peer-reviewed articles published in highly esteemed publication outlets.FindingsBuilding on the antecedents–phenomenon–consequences framework, the authors discuss the antecedents and consequences of the various innovative marketing strategies that smart cities adopt for their internationalization and development of an international competitive advantage. In the process of doing so, the authors synthesize the findings of the studies as well as literature gaps that provide fruitful avenues for future research.Originality/valueThis article offers a systematic review of extant marketing research on smart cities and their efforts to internationalize. In particular, this study advances the conceptual development of smart city internationalization and innovation by a marketing lens, provides an integrative, international-oriented framework that maps the extant literature across disciplines and countries, expands the boundaries of this research domain into new research paths and offers implications for policy and practice.

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“…The fast improvements in the trend provided a variety of marketing alternative technologies that are used in the marketplace (Vlasova et al, 2019). As the proliferation of digital marketing tools seems explosive with the dynamism of the communication technologies (Graesch et al, 2021), different authors tried to categorize differently.…”

Section: Introductionmentioning

confidence: 99%

“…Digital marketing has universal applicability and boost the capability of businesses (Desai & Vidyapeeth, 2019). It enables firms to became industry leaders in the marketplace in which they cater their prospective customers (Vlasova et al, 2019). The advantages it has over the traditional marketing involves cost-efficiency, better exposure/reach by enabling 24/7 online shopping and convenience for consumers anywhere any time, increased speed, greater customer engagement, enabling personalized service based on customer database, and brand building by promoting it on multiple platforms (Madan, 2021;Sinha et al, 2020;Verma, 2018).…”

Section: Introductionmentioning

confidence: 99%

Digital Marketing in Developing and Emerging Economies: A Systematic Review of Introductory Phase Features

2023

IJMCNM

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Internet and social media offered a different arena of how marketing was done internationally. Its usage was still in infancy and available research was in embryonic stage to address the realities in developing nations, however. Therefore, this systematic review was done to identify contextual factors impacting digital marketing, dominant marketing practices over digital channels, and the consequences of adopting digital marketing. The study adopted the Preferred Reporting Items for Systematic Reviews and Meta-Analysis (PRISMA) 2020 to collect evidence. Thematic content analysis was performed to extract pertinent information from 35 eligible studies included in the study. From obtainable digital channels; social media, m-marketing and e-commerce platforms are familiar in emerging markets. The findings revealed that demographics, psychological factors such as perception of medium trust, usability, enjoyment, satisfaction, risk, etc., at customer level and dynamic digital capabilities, management openness, collaborative digitalization, social networking ability, knowledge, and financial resources, etc., of firms were contingency factors impacting digital marketing. Evidence showed that marketing communication was principally accomplished online and doing marketing digitally enhanced marketing capacity, efficiency, and performance.

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Digital Marketing of Place Leadership

Cited by 3 publications

References 25 publications

Brand-driven identity development of places: application, evaluation and improvement suggestions of the BIDP-framework

Brand-driven identity development of places: application, evaluation and improvement suggestions of the BIDP-framework

Marketing innovation and internationalization in smart city development: a systematic review, framework and research agenda

Digital Marketing in Developing and Emerging Economies: A Systematic Review of Introductory Phase Features

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