October 11, the Institute of Economics and Management of National Research Tomsk State University hosted a lecture by Roberto Bruni, Ph.D., Research Associate of Marketing Support Department at the University of Cassino and Southern Lazio – Italy.
The lecture was devoted to the issues of place marketing. Roberto Bruni spoke about the need to move from the traditional marketing model to value co-creation, when developing a marketing strategy for a place.
According to the researcher from the University of Cassino and Southern Lazio, the marketing place strategy should involve participants to interact and collaborate (value co-creation) in stimulating the emergence of the specific place brand positioning that should emerge in accordance with the place identity in terms of its values, characteristics and importance.