Advertisement

Place Marketing Approach to Governance of Social-Ecological Clusters

  • Daniil P. FrolovEmail author
  • Anastasia S. Strekalova
Chapter
Part of the Contributions to Economics book series (CE)

Abstract

Debatable questions of application of marketing approach to management of social-ecological clusters are considered. Place marketing—modern mechanism of interactive governance of development of spatial structures (clusters, cities, regions, etc.) which is based on the principles of priority of intangible assets, self-organization of stakeholders and support of the self-arising cluster tendencies. Thus territories are considered as social-responsible multi-stakeholder quasi-corporations making specific goods and advancing their brands. Social-ecological systems are considered (in development of approach of Eleanor Ostrom) as specific clusters which strategic governance demands use of marketing tools. Institutional aspects of formation of clusters are presented in article. Also classification of ecologically responsible companies of Philip Kotler in relation to territorial structures is modified; the new behavior model of territories—defenders of ecobrands is offered. Criteria and examples of various strategy of ecologically responsible behavior of territorial ecological clusters are given.

Keywords

Place marketing Clusters Social-ecological systems Ecological place marketing Sustainable development Local institutionalization Stakeholders Interactive governance 

Notes

Acknowledgements

This work was supported by the Department of Humanities and Social Sciences of the Russian Foundation for Basic Research (the Russian Foundation for Humanities) and Administration of Volgograd Oblast (project No. 17-12-34009 “Institutions and industries of transactional development of regional economy: formation of analytical methodology and policy of regulation”)

References

  1. Kotler P, Kartajaya H, Setiawan I (2012) Marketing 3.0. From products to customers to the human spirit. Alpina Business Books, Moscow, 240 pGoogle Scholar
  2. Lvov DS, Porshnev AG (eds) (2002) Management of socio-economic development of Russia: concept, objectives, mechanisms. CJSC Publishing Economics, Moscow, 702 pGoogle Scholar
  3. Maheshwari V et al (2011) Place branding’s role in sustainable development. J Place Manag Dev 4(2):198–213CrossRefGoogle Scholar
  4. Mattissen KV et al (2001) Research gateway to the world: an analysis of networks based on bibliometric indicators. In: Andersson ÅE, Andersson D (eds) Gateway of the global economy. FAZIS, Moscow, pp 19–34Google Scholar
  5. Metcalfe J (2007) Consumption, preferences and evolutionary approach. Consumption growth and diversity: the latest research by Western and Russian evolutionists. Delo, Moskow, pp 96–128Google Scholar
  6. Parmenter D (2013) Sydney branding. Place branding. In: Dinny K (ed) The world’s best practice. Mann, Ivanov and Ferber, Moscow, 336 pGoogle Scholar
  7. Saviotti PP (2007) Variety, growth and demand. Consumption growth and diversity: the latest research by Western and Russian evolutionists. Delo, Moscow, pp 59–95Google Scholar
  8. Zenker S, Braun E (2010) Branding a city—a conceptual approach for place branding and place brand management. Рaper presented at the 39th European Marketing Academy Conference, 1–4 June, Copenhagen, Denmark. http://www.placebrand.eu/mediapool/85/857874/data/Zenker_Braun_EMAC2010.pdf

Copyright information

© Springer International Publishing AG 2017

Authors and Affiliations

  1. 1.Volgograd State UniversityVolgogradRussia

Personalised recommendations