Review by Philip Kotler
4 July 2008

Marketing is a universal process that can be applied to developing and promoting many entities, including products, services, experiences, places, persons, properties, ideas, causes, and information.

In the case of marketing places, such as nations, regions, cities, and towns, much informal marketing has gone on for centuries. London, Venice, Rome, and dozens of other great cities were known around the world both because of the accounts of travelers as well as the effort of these great cities to attract tourists, skilled workers, investors, and buyers of their products and services.

Dr. Teemu Moilanen and Dr. Seppo Rainisto produced this new book which in my mind will be one of the most valuable documents in the place marketing literature. They tell the history of place marketing (and not just place selling); they provide a framework that a place can use to build its visibility and attractiveness; and they describe many classic cases of success and failure in the areas of nation marketing as well as tourist marketing.

No nation, city or place should undertake the challenging task of marketing itself without first reading this book. This book will alert the would-be place marketing person, committee, or organization to the dozens of factors to take into account, manage, and monitor if success is to be achieved.

Professor Philip Kotler
S. C. Johnson Distinguished Professor of International Marketing
Kellogg School of Management
Northwestern University


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