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Residential satisfaction in place market segments

Author

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  • Kirill Rozhkov

    () (Higher School of Economics (Russia), Faculty of Management, Department of Company Marketing, professor)

Abstract

The paper shows relationships between level of residential satisfaction and form of differentiation of marketing policy in place market segments. A combination of three criteria of place attractiveness (retention and attraction, conditions for natural growth, and settling) was chosen to classify place market segments, and distribution of residents by the level of satisfaction as a result of specific place marketing policy for all the segments were hypothesized. The results of the empirical study partially confirm developed theoretical typologies. The paper also demonstrates, that driver forces of the place marketing differentiation are related to both current activities of place marketers and external factors. Using the results of the study, it becomes possible to choose a relevant form of differentiation of place marketing policy and interpret its results adequately.

Suggested Citation

  • Kirill Rozhkov, 2013. "Residential satisfaction in place market segments," HSE Working papers WP BRP 06/MAN/2013, National Research University Higher School of Economics.
  • Handle: RePEc:hig:wpaper:06man2013
    as

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    File URL: http://www.hse.ru/data/2013/03/23/1295193062/06MAN2012.pdf
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    References listed on IDEAS

    as
    1. Frank Andrews & Stephen Withey, 1974. "Developing measures of perceived life quality: Results from several national surveys," Social Indicators Research: An International and Interdisciplinary Journal for Quality-of-Life Measurement, Springer, vol. 1(1), pages 1-26, May.
    2. Ed Diener & Eunkook Suh, 1997. "Measuring Quality Of Life: Economic, Social, And Subjective Indicators," Social Indicators Research: An International and Interdisciplinary Journal for Quality-of-Life Measurement, Springer, vol. 40(1), pages 189-216, January.
    Full references (including those not matched with items on IDEAS)

    More about this item

    Keywords

    residential satisfaction; place marketing; differentiation; place market segment.;

    JEL classification:

    • J19 - Labor and Demographic Economics - - Demographic Economics - - - Other
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • O18 - Economic Development, Innovation, Technological Change, and Growth - - Economic Development - - - Urban, Rural, Regional, and Transportation Analysis; Housing; Infrastructure
    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • R10 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General Regional Economics - - - General
    • R23 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - Household Analysis - - - Regional Migration; Regional Labor Markets; Population

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