Hoang, Thi Thanh Van (2010) Urban planning and the place marketing model : an application to cities and provinces in Viet Nam. PhD thesis, Victoria University.

Abstract

In the past three decades many cities and regions around the world have applied a marketing approach to place planning and to attracting development resources. Several scholars have analysed this trend in order to define a new approach to the economic planning of places based on the principles of marketing, now called ‘place marketing’. This thesis sets out to clarify the key concepts and the implementation model of place marketing, and to examine the effectiveness of place marketing activities in Vietnam to date and the relevance of improved methods of place marketing to the country. To these ends it seeks to clarify the key concepts involved, to build an implementation model of place marketing and to analyse empirically, by statistical analysis and case studies, the practice and effectiveness of place marketing in Vietnam.

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