Residential satisfaction in place market segments

Kirill Rozhkov ()
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Kirill Rozhkov: Higher School of Economics (Russia), Faculty of Management, Department of Company Marketing, professor

HSE Working papers from National Research University Higher School of Economics

Abstract: The paper shows relationships between level of residential satisfaction and form of differentiation of marketing policy in place market segments. A combination of three criteria of place attractiveness (retention and attraction, conditions for natural growth, and settling) was chosen to classify place market segments, and distribution of residents by the level of satisfaction as a result of specific place marketing policy for all the segments were hypothesized. The results of the empirical study partially confirm developed theoretical typologies. The paper also demonstrates, that driver forces of the place marketing differentiation are related to both current activities of place marketers and external factors. Using the results of the study, it becomes possible to choose a relevant form of differentiation of place marketing policy and interpret its results adequately.

Keywords: residential satisfaction; place marketing; differentiation; place market segment. (search for similar items in EconPapers)
JEL-codes: J19 M31 O18 R00 R10 R23 (search for similar items in EconPapers)
Pages: 13 pages
Date: 2013
New Economics Papers: this item is included in nep-mkt and nep-ure
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Published in WP BRP Series: Management / MAN, March 2013, pages 1-13

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Persistent link: https://EconPapers.repec.org/RePEc:hig:wpaper:06man2013

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