Place as Value proposition. The Marketing Perspective

Bruni R.;Caboni F.

2017-01-01

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Abstract

This work provides a particular perspective on the polysemous concept of ‘place’ and integrates marketing and management frameworks - S-D Logic, Service Science and Network-System theories - to explain the place as value proposition, emergent by the perceptions and interactions between subjects/stakeholders/users and the spatial contexts. A service perspective emerges and the value co-creation logic is applied to place marketing, identifying an alternative vision in managing value and strategies in places. This marketing approach is contextualized to the city centre, and presents the value co-creation perspective within the Town Centre Management (TCM) scheme. Implications between marketing, management, government and stakeholders are identified in place dynamics.