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Marketing für Regionen

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  • Fritz, Wolfgang

Abstract

Nicht Nationen, sondern Regionen sind die Hauptakteure der Weltwirtschaft und damit auch die maßgeblichen Träger der nationalen und weltweiten Wirtschaftsleistung. Doch in zunehmendem Maße entwickelt sich zwischen den Regionen ein Wettbewerb um Investoren, Anwohner und Touristen. Wollen Regionen in diesem sich verschärfenden Konkurrenzkampf bestehen, so müssen sie ein professionelles Konzept des Regionenmarkteing entwickeln und umsetzen. In diesem Beitrag werden die wesentlichen Elemente des Marketing-Managements für Regionen skizziert. Sie reichen von der Situationsanalyse über die planung der Marketing-Konzeption, d.h. der Ziele, Strategien und Maßnahmen des Marketing, bis hin zur Umsetzung und Kontrolle der Konzeption des Regionenmarketing.

Suggested Citation

  • Fritz, Wolfgang, 2003. "Marketing für Regionen," Working Papers 03/04, Technische Universität Braunschweig, Institute of Marketing.
  • Handle: RePEc:zbw:tbsimw:0304
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