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Developing Integrated Object-Oriented Conception of Geomarketing as a Tool for Promotion of Regional Sustainable Development: The Case Study of Ukraine


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  • Volodymyr Anderson

    (Department of Economic and Social Geography, Odessa I.I. Mechnikov National University)

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    In the paper we propose and discuss new vision of geomarketing as a tool for promotion of regional sustainable development. Integrated object-oriented conception of geomarketing was designed by adoption and elaboration of some new ideas and approaches, such as “place marketing”, “non-profit marketing”, “counter-marketing”, “collaborative spatial decision-making”, “endogenous regional development”, “regional sustainable development”, “public-private partnership”. We explore how geomarketing in such a comprehension may be implemented in business and public administration, regional development policy making on example of some Ukrainian firms, regional governments, and communities. The proposed geomarketing conception is based on integration of three different interpretations of geomarketing: 1) as a traditional marketing tool providing procedures of ‘geosegmentation’ and ‘geopositioning’ in market analysis; 2) as a marketing of places (placemarketing); 3) as a marketing of geographic knowledge and technologies helping to promote sustainable regional development. Such a complex approach foresees systematical empirical study of innovations and changes in these domains with the purpose to develop a general theory of geomarketing as a tool for promotion of sustainable development at local and regional levels.

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    Bibliographic Info

    Paper provided by Regional Research Institute, West Virginia University in its series Working Papers with number 200407.

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    Length: 30 pages
    Date of creation: 2004
    Date of revision:
    Handle: RePEc:rri:wpaper:200407

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    Related research

    Keywords: geomarketing; place marketing; regional sustainable development; endogenous regional development; public-private partnership; collaborative spatial decision-making;

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    1. J H Dunning & G Norman, 1987. "The location choice of offices of international companies," Environment and Planning A, Pion Ltd, London, vol. 19(5), pages 613-631, May.
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