Vägen till framgång : hur kommuner använder sig av livsstilsmarknadsföring och platsmarknadsföring som differentieringsmetoder

Detta är en Kandidat-uppsats från Södertörns högskola/Institutionen för samhällsvetenskaper; Södertörns högskola/Institutionen för samhällsvetenskaper

Sammanfattning:

The purpose of this essay is to examine how the two Swedish municipalities, Sigtuna and Nyköping, work with marketing. The study has primarily focused on how these two municipalities worked, consciously or non-consciously, with lifestyle marketing and place marketing. The research-questions that this essay wants to answer are;

  • What is lifestyle marketing and place marketing?
  • Do municipalities use these types of marketing, and who is this marketing directed to?
  • How and why does municipalities use lifestyle marketing and place marketing?

To answer these questions, phone interviews were conducted with several important employees within the two municipalities. The results of this study show that the different municipalities have both been using lifestyle marketing, but on different levels, in Sigtuna, it was a strategic choice, whereas in Nyköping, it evolved by itself and was not a conscious choice. The two municipalities have also worked at various levels in terms of the audiences they deliberately tried to reach out to. Nyköping has had a diverse audience, focusing on the residents of the Stockholm-area, whilst Sigtuna has had campaigns that were marketed towards more specific groups.

Regarding place marketing, it is clear that both municipalities have used it in different ways, such as slogans and having clear, unified campaigns. They have also used place marketing to strengthen their brands, something they are both working actively and extensively with.

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