ABSTRACT

Authors:                                 Nikki Lindgren and Claes Lindgren

Professor:                               Stig Sörling

Title:                                       Marketing’s Evolution as an Economic Development Strategy: A Washington County, Utah Case Study

Background:                          Economic development has been a priority of areas for some time. In the mid-1980s, economic policies and marketing practices joined forces. During this time, cities, regions, states and countries began a clear shift from narrow economic development views to a broader set of strategies to attract new and maintain old businesses, boost tourism, attract investors and expand overseas trade. Today, places have increased their use of highly sophisticated marketing strategies aimed at building competitive markets while targeting specific buyers and positioning the community’s resources to respond to specialized buyer needs and desires.

Aim and Purpose:                 The purpose of the study is twofold: first, to explore how place marketing fits into general marketing efforts and secondly, to provide insights into what factors influence the success of places. Three questions were developed to assist in the direction of the research and to assist in gaining practical and tactical insights obtainable through a case study analysis.

Methodology:                         Theoretical and empirical data is provided and analyzed using the actor’s approach. Primary data is collected via direct observations, email, phone interviews and open dialogues. Secondary data is collected via Internet, magazines and newspapers and meeting notes to provide further depth and to elaborate upon the theoretical findings.

Results:                                   We expect the study to highlight important phenomena that occur when viewing place marketing as a general marketing effort. We also expect to uncover practical “success factor” insights into place marketing from which civic and private entities can learn.