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Standortmarketing und Akquisition: Praktisches Standortmarketing

In: Handbuch Innovative Wirtschaftsförderung

Author

Listed:
  • Stefan Lennardt

    (University of Applied Sciences Europe)

Abstract

Zusammenfassung Fachkräfte und Gewerbeflächen sind wegen ihrer Knappheit wertvoller denn je. Sie sind ein Grund dafür, dass die Bedeutung des Standortmarketings auf allen Ebenen zunimmt – von der Kommune bis zum Land. Dieser Beitrag zeigt auf, was „gutes“ Standortmarketing ausmacht, welche Aufgaben sich für die Wirtschaftsförderung ergeben, warum eine Standortstrategie unverzichtbar ist und welche Kommunikationsmaßnahmen beispielhaft für die Unternehmensakquise sinnvoll sind. Zudem zeigen Best-Practice-Beispiele, wie es gelingen kann, sich mit einer Standortmarketingkampagne von Wettbewerbern abzugrenzen.

Suggested Citation

  • Stefan Lennardt, 2021. "Standortmarketing und Akquisition: Praktisches Standortmarketing," Springer Books, in: Jürgen Stember & Matthias Vogelgesang & Philip Pongratz & Alexander Fink (ed.), Handbuch Innovative Wirtschaftsförderung, edition 2, pages 605-623, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-33592-2_34
    DOI: 10.1007/978-3-658-33592-2_34
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