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Marketing fr Regionen
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Der Einsatz des Marketing zur Steigerung der Konkurrenzfhigkeit von Regionen im Standortwettbewerb wird in der Praxis immer strker diskutiert. Steffen Spie untersucht Mglichkeiten und Grenzen des Marketing zur Profilierung von Regionen im Wettbewerb um Investoren, Arbeitskrfte und Touristen. Auf Basis des Transaktionsansatzes entwickelt er durch Analogiebildung zum Business-Marketing eine Marketingkonzeption fr Regionen. Dadurch identifiziert der Autor das Spektrum der einsetzbaren Instrumente und Methoden eines Regionenmarketing. Auf der Grundlage einer empirischen Erhebung werden die Aktivitten Thringens bewertet und Wege zur Verbesserung aufgezeigt.
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