Place marketing. Case study of Mestre, Venice

Abstract

Place marketing has become an active practice more than two decades ago and is actively used around the world. Successful examples of marketing and branding strategies in Amsterdam, Barcelona, ​​Paris, etc. encourage new cities to try this popular approach. However, in reality it turns out that only a few of the implemented strategies become successful and solve the assigned tasks. To better understand the strategy and process of place marketing, it is necessary to talk not only about general recommendations, but also to focus on the complex aspects and pitfalls. The purpose of this thesis is to identify the features and difficulties in place marketing, find and analyze them on the example of an unsuccessful strategy of the M9 district, Venezia-Mestre and suggest methods to implement better strategies.