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To achieve a full understanding of the role of marketing from plan to profit requires a knowledge of the basic building blocks. This textbook introduces the key concepts in the art or science of marketing to practising managers. Understanding your customers and consumers, the 4 Ps (Product, Place, Price and Promotion) provides the basic tools for effective marketing. Deploying your resources and informing your managerial decision making is dealt with in Unit VII introducing marketing intelligence, competition, budgeting and organisational issues. The logical conclusion of this effort is achieving sales and the particular techniques involved are explored in the final section.

The paper seeks to discuss and analyse the nature of place umbrella brands and the role such brands play in promotion of a country, a region, or a city. The purpose is also to identify some salient success criteria of provenance associations as core values of place umbrella brands.

The study delineates a conceptual framework, which illustrates important components in place umbrella branding. It also highlights a set of criteria to aid prioritisations among prospective provenance associations that have a potential to be used as brand values of place umbrella brands.

The paper identifies some characteristics of provenance associations, which make them more transferable across a bundle of umbrella brand partners. The generation of better marketing theory in the field of place branding will make it easier for practitioners to reach the right decisions in choice of provenance associations.

It is claimed that transcendence is related to the transferability of provenance associations across a bundle of brands. Because transferability strongly depends on perceptions of similarity, the starting point is to identify matches between the partner brands based on their shared provenance.

The article ends with a recommendation that researchers in place branding should carefully analyze provenance associations according to the suggested criteria.

The aim of this paper is to consider place as a value proposition, in the context of Resource-Advantage Theory, by analysing the concept of terroir, including its antecedents and consequences.

The authors conceptually analyse the role of place in marketing by contrasting terroir to three other approaches: “in the style of […]”; “made in […]” and Protected Designations of Origin. They explore the impact of terroir on a range of products, offering a series of terroir value propositions.

Versus other place links, terroir offers a more specific Resource-Advantage, operating at environmental, philosophical and commercial levels. It offers a unique form of value to both consumers (e.g. identity, authenticity, cultural rootedness) and producers (e.g. irreproducibility, potential legal protection).

Propositions address the antecedents and consequences of the terroir designation, the impact of consumer engagement, perceived authenticity and the added value offered to other regional goods. Additionally, how terroir may form a barrier to market entry, the relationship it has with the territorial brand, whether it offers greater product longevity and how it can be used as leverage for other related place-based brands and tourism are examined.

This is the first paper to address terroir as a marketing concept and to situate it within other forms of place marketing. It provides a definition, outlines the ways in which terroir creates value and provides a research agenda for future engagement with the concept.

Focussing on the links among people, places and traditions, this study aims to present the reflections derived from five in-depth personal interviews on traditions regarding wine, fish, cheese making and rural hospitality, collected in a journey across the province of Reggio Calabria in southern Italy. It provides an original view of the “stories” behind the places and the products, useful to inform local development strategies centred on traditional food products.

The article presents a novel approach in conducting research that involves collecting information via empathetic interviews and presenting the findings in a reflexive, narrative storytelling style.

Empathetic personal interviewing is key to elicit information useful to frame the links among people, places and traditions. The economic motivation is not the main one for people to remain engaged in the production of traditional food products in the province of Reggio Calabria. Pride in linking their activities and the products they make to the territory, its traditions and the culture embedded therein, clearly contribute to define a sense of place that might be further drawn upon in participatory, rural development initiatives.

Due to the way in which the interviewees have been selected, not all findings can be generalized as applicable to the entire Province or beyond.

Recognizing the people and the stories behind a product may offer insights on how to design effective, socially sustainable policies that would preserve important traditions. Personal food narratives might contribute, in a unique way, to an effective branding of the products and the territory.

Doing more empathetically participatory research, rather than taking a “neutral” stance in data collection and data crunching, which has traditionally characterized the work of agricultural economists, may help in making the institutions being perceived as less distant by the ultimate beneficiary of development policies and make participatory planning much more effective.

The article contributes to an emerging area of research at the intersection between agricultural economics and rural development policy. How to highlight and protect the people and their stories as fundamental aspects of the “places”, “products” and “traditions”, remains an area of research that has not yet been fully explored, at least in the rhetoric and discourse on integrated rural development in Italy.

Placement prominence is a multidimensional concept. Previous studies have defined and operationalized prominence in different ways, and no studies have tried to systematically examine what should and should not be counted as prominence. This study aims to fill this gap.

Using a content analysis of six short films and a survey study on 129 Chinese young adults, this study systematically examined 13 dimensions of placement prominence on the memory of placed brands.

Factor analysis has reduced the 13 dimensions into five factors: contextual, narrative, sensory, exposure and spatial prominence. Fuzzy-set qualitative comparative analysis (QCA) software was used to conduct a contrarian case analysis and test for predictive validity. This was followed by a QCA to identify the optimal configurations of the five factors that may lead to a high recognition of the placed brands. The optimal configurations were also contrasted across two gender and brand familiarity groups. While the optimal configurations of prominence on brand memory for male and female participants were largely the same, the combinations differed between participants with low and high brand familiarity.

Previous studies in product placement usually operationalize prominence with a few dominant dimensions intuitively though several other dimensions, and their interactions could also affect the prominence level. To the best of authors’ knowledge, this is the first study that used multiple dimensions of prominence configurations to identify paths that may lead to low and high brand memory. The empirical results contribute to the theory and understanding of the effect of prominence on brand memory and provide guidance to brand managers in determining which prominence configuration is the most suitable for achieving their promotional objective.

The purpose of this paper is to investigate the interaction effect of placement characteristics and emotional experiences on consumers’ recognition of placed brands. Brand recognition is a fundamental step in the consumer’s decision-making journey.

The authors developed a research model based on emotional process theory and cognitive capacity theory incorporating placement characteristics, emotional experiences and brand recognition. An experimental study of 110 young Chinese consumers was conducted to test the research model.

The findings indicated that all three placement characteristics (prominence, serial positions and plot connection) had significant effects on brand recognition, as suggested in previous research. The effect of emotional experiences on brand recognition was comparatively less prominent. Placement characteristics and emotional experiences also interacted to influence the recognition of placed brands.

This study shows the role of emotional experiences and their interaction with placement characteristics on brand recognition, which has yet to be examined. The conceptual model contributes to the product placement literature by suggesting that both cognitive and emotional processing are important for brand recognition. The findings provide useful insights for marketers in designing effective product placement strategies.

Starting from these premises, the aim of the paper is illustrating the role of experience in urban regeneration projects and to explore how the experience of high quality product luxury places can be sustainable with existent place identity or new place identity to be suitably created.

The experience of a place may become an integral part of a product experience. The enhancement of products (Splendiani, 2013): assumes a meaning which goes beyond the simple sale of material goods. It covers the supply of complex experiences … enriched by intangible elements capable to stimulate and involve the sensory and experiential component of consumption. It deals with attracting people to the places where local products are made by inserting the products in the most extensive offers covering the entire territorial system of reference The experience may also be used for the spectacolarisation of a place and its commercialisation, as in the case of “brandscapes” (Klingman, 2007). In this case, it is important not to clone every place everywhere because they could inevitably resemble each other without be able to really engage the people who move into them (Lehtovuori, 2010). The methodology approach is based on a wide bibliography and internet research based on the main terms connected to the topics of the paper, including experience, place identity, quality product, regeneration; on case studies – even though not illustrated – concerning places of interest for the research topics, such as: Hafencity in Hamburg, the Albert Dock in Liverpool, Abondaibarra area in Bilbao.

The planning of places of quality product cannot be separated from interpretation of the territory as a cultural system resulting from an ensemble of historical, economic and social processes. In such a system, the contribution of the cultural factor must be considered propulsive, not only for its qualitative meaning but also, and especially, for the role of “trait d’union” of a number of actions taken to protect and enhance places.

The increasing importance of the use of experience in the urban regeneration process is leading cities to be involved in constructing suitable images and symbols of their transformed areas to meet the new trends, also according with luxurious ones. Even though globalisation is one of the main dangers in innovative itineraries, the proper planning of quality architecture and public spaces could prevent it by creating a suitable mix between innovation and culture.

This paper serves two purposes. First, to identify the stages of the historical development of place marketing, because place marketing has developed over time through discrete phases, which differ in their sophistication as well as in their approaches and objectives. Secondly, to identify and articulate significant issues, which will determine the “way forward” for place marketing.

Place marketing has been shaped by developments within marketing science and cognate disciplines but also by the external historical contexts at various spatial scales that determined its assumptions, goals and priorities. A concordance of a number of approaches to the evolution of place marketing is attempted and from this, conclusions are drawn about the current assumptions upon which place marketing is based.

Seven issues are identified that appear to hinder marketing implementation from delivering its full contribution and are suggested here as significant for the future of place marketing. The most important ones refer to the need for a collective understanding and appreciation of place marketing, the achievement of wide cooperation and clear role allocation, the implementation of marketing as a long‐term process and the expansion of marketing understanding to fields other than tourism development.

The originality of this paper lies in the clear articulation of the historical episodes of place marketing development and, at the same time, the identification of the issues mentioned above, which will determine the effectiveness of place marketing practice. Therefore, the paper is of great value to both academic commentators and practitioners of place marketing.

This paper aims to evaluate how places approach the promotion of local food products and what it means to produce, consume and support local produce in a rural region.

The study uses a participatory action-reflective approach through a series of three focus groups held over consecutive weeks with nine participants. This included local food producers, artists and community members, with data collected through focus group discussions, reflective video diaries and a questionnaire. The research was conducted in Rhondda Cynon Taf, Wales, a region with entrepreneurial potential but lacking a reputation for food.

Findings demonstrate confused perceptions of local identity, leading to a clichéd image of the region. As such, an origin brand may do little to enhance the value of local produce or increase economic prosperity in places that lack an established identity. Places with a more recognised reputation for food, such as Wales, could benefit from an origin brand, similar to Brittany.

The study extends the academic understanding of place branding by investigating the value of using origin branding in promoting food products. The context of a lesser-known region highlights the importance of awareness and reputation for the successful implementation of the brand. Additionally, the unique community-led action-reflective methodology provides a holistic model in exploring the effective development of the brand.

This chapter investigates how food microenterprises leverage cultural representations to develop the tourism offering of a place. Food tourism is considered to provide visitors with cultural experiences of place. In a homogenized world, authentic food characteristics enable tourists to have unique food experiences according to the place. This case study considers the way in which food microenterprises in Wales and Brittany leverage characteristics of place to develop food tourism experiences. Following a mixed methods design, findings show differences in the food tourism offering of Wales and Brittany, and differing levels of awareness of each food destination. Findings also point to the need for clear food tourism strategies, to enable places to fully exploit their unique resources in the food tourism offering.