000			01508pab a2200193 454500
008			180718b2013 xxu||||| |||| 00| 0 eng d
100			_aEshuis, Jasper
245			_aPlace marketing as governance strategy: An assessment of obstacles in place marketing and their effects on attracting target groups
260			_c2013
300			_ap.507-516
362			_aJun
520			_aPlace marketing is increasingly being used as a governance strategy for managing perceptions about regions, cities, and towns. What are the most important obstacles to implementing place marketing? Based on a survey of 274 public managers involved in place marketing in the Netherlands, this article analyzes the main obstacles as perceived by public managers. It also analyzes the effects of obstacles on perceived results of place marketing in terms of attracting target groups. A factor analysis of a variety of obstacles investigated in the survey shows three clearly demarcated obstacles: administrative obstacles within municipalities, obstacles in developing the substance of marketing campaigns, and political obstacles. Obstacles in developing the substance of the marketing campaigns have significant effects on the results of place marketing in terms of attracting stakeholders, whereas the two other obstacles have no significant influence. - Reproduced.
650			_aMarketing
700			_aKlijn, Erik-Hans
700			_aBraun, Erik
773			_aPublic Administration Review
908			_aN
909			_a99144
999			_c99143 _d99143