Concept Marketing for Communities

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Concept Marketing for Communities Capitalizing on Underutilized Resources to Generate Growth and Development

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Rhonda Phillips

Book Code: C6798

ISBN: 0-275-96798-0

ISBN-13: 978-0-275-96798-7

DOI:

184 pages, figure, photos, tables

Praeger Publishers

Publication: 5/30/2002

List Price: $98.95 (UK Sterling Price: £57.95)

Availability: In Stock

Media Type: Hardcover

Trim Size: 6 1/8 x 9 1/4

Subjects:

Endorsement From Maury Forman, Ph.D.
Director, Education and Training
Washington State Department of Commerce, Trade, and Economic Development: Finally, a book for economic development practitioners that not only describes what is possible, but also who is making it possible. Phillips has produced an excellent, innovative book that should be read by all community leaders. Her research goes beyond traditional economic development and describes community survival.

Description: Exceptional communities possessing a definitive sense of place, the cities and towns presented in this book have created or re-created a style, ambience, or character that transcends the ordinary and is used as the basis for community economic development. Adapting the idea of concept marketing, these communities have found a niche or specialty to create community recognition and serve as a basis for garnering external investment, tourism, and other revenue-generating events. This book examines the use of popular and corporate culture, retail establishments, historical tradition, and surrealism in community concept marketing and profiles examples of communities from a diverse array of contexts and geographical settings. Bellows Falls, VT, for instance, a once-depressed former milltown has transformed itself to a vibrant community through an arts integrated development strategy, while Austin, MN, the home of Hormel Foods, has drawn on the town's corporate culture with the opening of a new SPAM Museum. Manchester, VT, taking a retail approach, has become a designer outlet mecca, and Walnut, IA, the state's "Antique City." Cape May, NJ, has restored its historic properties and successfully marketed itself as a seaside resort, while Holland, MI, exemplifies the surreal approach, marketing itself as a Dutch town. Considering these and other uniquely marketed communities, this book examines the elements necessary for a successful concept marketing strategy to community economic development.

Table of Contents:

Introduction
Popular Culture
Corporate Iconicism
Retail-Based Development for Structuring the Concept
Building on Tradition
Creating the Surrealistic
Pulling It All Together: Ideas and Implications for Communities
Bibliography
Index

LC Card Number: 2001054569

LCC Class: HN49

Dewey Class: 307


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