I suggested several initiatives and added that Bilbao needed some special attraction that would draw tourists in the way that the Eiffel tower became a permanent sight and symbol of Paris. I was invited to give a lecture in the city hall on place marketing and several hundred enthusiastic citizens showed up hoping to get some ideas on how the citizenry could renew Bilbao. But Bilbao entered a period of decline because of changing industrial patterns and its citizens were passionate about finding some way to return Bilbao to its former glory. Bilbao had been an important and wealthy city in the 1920s as one could tell by view ing the quality of its buildings and streets. One example that comes to mind is that of the city of Bilbao, Spain.
We believe that many European places benefit ted from following the book’s principles and methodologies.
We could think of no better coauthor to invite than Christer Asplund and he agreed to join us in the project of preparing Marketing Places Europe (Financial Times, 1999). We decided to prepare Marketing Places Europe to identify the opportunities facing European cities and regions. The book Marketing Places dealt with US cities and regions. We said in the book that a place can improve its fortunes by employing a systematic methodology of analyzing its strengths, weaknesses, opportunities and threats and preparing a realistic set of goals and objectives and a long term plan for achieving them, which is backed by the citizens and able to raise the money needed to successfully implement the plan.
BUKU MANAJEMEN PEMASARAN PHILIP KOTLER PDF FREE
Before meeting Christer, I had written Marketing Places: Attracting Investment, Industry, and Tourism to Cities, States, and Nations (The Free Press, 1993) with coauthors Irving Rein and Don Haider. Christer Asplund has a long term distinguished European consultant on place development and branding. They were influenced by new forces emerging each decade, and what their future possibilities are in terms of their critical opportunities and threats. I am excited about this book by Christer Asplund and Jacob Ikkala because it presents a picture of European cities and places as they function today, how Most cities bear the footprints of many “place managers”, who have added outstand ing elements to the design of the place as it operates now. Some of the world’s great cities have benefitted from the vision of great place managers: Christopher Wren, London’s famous architect, Daniel Burnham, Chicago’s famous park designer, Napoleon Bonaparte in the case of Paris. Place management is a more active view of the responsibilities of those involved in managing and improving a place over time. They distinguish between place management, place development and place branding as inter related disciplines that can be used to improve the attractiveness and viability of a place. Christer Asplund and Jacob Ikkala offer us the new concept of place manage ment that goes beyond the older concept of place marketing. A bustling metropolis, on the other hand, may have traffic congestion problems and waste disposal problems that turn off many citizens and visitors and need innovative solutions to these problems. An economically depressed city wants to revive its fortunes through some kind of economic and social transformation process. However, the citizens of most cities want their city to become “more” than it is at the present time. A mayor basically makes sure that the city continues to deliver goods and services and maintains an adequate level of earnings and opportunities for its citizens. But there is a difference between keeping a place going and helping a place improve the lives of its citizens and stakeholders.
Laces (cities, regions, countries) have always been “managed.” How else would we explain the existence of mayors, city councils, county commissioners, and regional bodies for keeping a place going and possibly growing.
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