Marketing Places - by Philip Kotler (Paperback)

Book Synopsis

Today's headlines report cities going bankrupt, states running large deficits, and nations stuck in high debt and stagnation. Philip Kotler, Donald Haider, and Irving Rein argue that thousands of "places" -- cities, states, and nations -- are in crisis, and can no longer rely on national industrial policies, such as federal matching funds, as a promise of jobs and protection. When trouble strikes, places resort to various palliatives such as chasing grants from state or federal sources, bidding for smokestack industries, or building convention centers and exotic attractions. The authors show instead that places must, like any market-driven business, become attractive "products" by improving their industrial base and communicating their special qualities more effectively to their target markets.

From studies of cities and nations throughout the world, Kotler, Haider, and Rein offer a systematic analysis of why so many places have fallen on hard times, and make recommendations on what can be done to revitalize a place's economy. They show how "place wars" -- battles for Japanese factories, government projects, Olympic Games, baseball team franchises, convention business, and other economic prizes -- are often misguided and end in wasted money and effort. The hidden key to vigorous economic development, the authors argue, is strategic marketing of places by rebuilding infrastructure, creating a skilled labor force, stimulating local business entrepreneurship and expansion, developing strong public/private partnerships, identifying and attracting "place compatible" companies and industries, creating distinctive local attractions, building a service-friendly culture, and promoting these advantages effectively.

Strategic marketing of places requires a deep understanding of how "place buyers" -- tourists, new residents, factories, corporate headquarters, investors -- make their place decisions. With this understanding, "place sellers" -- economic development agencies, tourist promotion agencies, mayor's offices -- can take the necessary steps to compete aggressively for place buyers. This straightforward guide for effectively marketing places will be the framework for economic development in the 1990s and beyond.

Review Quotes

Al Ries Chairman, Trout & Ries Marketing Strategists This book not only forecasts the future, but also serves as a blueprint for those places that want to have a profitable future. It's well-written, well-documented and a must read for the place marketing manager.

Ashoka Mody Senior Economist, World Bank Full of interesting ideas and case-studies. Calls into question the futility of incentive wars and the need to focus on more fundamental locational features (infrastructures, education) for attracting business.

George S. Day Director, Huntsman Center for Global Competition and Innovation, The Wharton School of the University of Pennsylvania Each of us has a stake in the effective application of the ideas in this innovative book. The authors give valuable guidance in how to advantageously position places in increasingly demanding and competitive markets.

Raymond D. Horton Columbia University ...Excellent book...fills an important void in the literature on economic development and the application of marketing to cities.

Richard P. Nathan Director, The Nelson A. Rockefeller Institute of Government This book takes exactly the right point of view -- from the ground up -- in exploring the ways local leaders can make a big difference in creating jobs and stimulating economic growth.

Robert M. Ady President, PHH Fantus Provides hundreds of new ideas for effectively marketing our cities, states, and nations. It is must reading for every private and public official involved in economic development.

Stan Rapp Coauthor, "Great Marketing Turnaround" Every forward-looking Mayor, Governor and civic leader in America must read this book.

About the Author

Philip Kotler is the S.C. Johnson & Son Distinguished Professor of International Marketing at the Northwestern University Kellogg Graduate School of Management in Chicago. He is hailed by Management Centre Europe as "the world's foremost expert on the strategic practice of marketing." Dr. Kotler is currently one of Kotler Marketing Group's several consultants.

He is known to many as the author of what is widely recognized as the most authoritative textbook on marketing: Marketing Management, now in its 13th edition. He has also authored or co-authored dozens of leading books on marketing: Principles of Marketing; Marketing Models; Strategic Marketing for Non-Profit Organizations; The New Competition; High Visibility; Social Marketing; Marketing Places; Marketing for Congregations; Marketing for Hospitality and Tourism; and The Marketing of Nations.

Dr. Kotler presents continuing seminars on leading marketing concepts and developments to companies and organizations in the U.S., Europe and Asia. He participates in KMG client projects and has consulted to many major U.S. and foreign companies--including IBM, Michelin, Bank of America, Merck, General Electric, Honeywell, and Motorola--in the areas of marketing strategy and planning, marketing organization, and international marketing.