Beneficiaries of A Place: Whose Life Is Better?

Authors

DOI:

https://doi.org/10.18778/1641-4233.24.02

Keywords:

resident, beneficiary, market segment

Abstract

 The paper shows relationships between the characteristics of residents and the places, where they live. A combination of three criteria of place attractiveness (retention and attraction, conditions for natural growth, and settling) was chosen to classify places, and profiles of their beneficiaries on the theoretical level. The results of the empirical study partially con­firm the developed theoretical typologies. Two methods to segment place market are equal only if expectations of population are constant. Study results allow place marketers to identify emerging shifts in the structure of beneficiaries of specific places and predict their further evolution.

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Author Biographies

Kirill L. Rozhkov, Higher School of Economics, Faculty of Management

Kirill Rozhkov – Professor at the Faculty of Business and Management in the High­er School of Economics, Moscow, Russia. He is also a Fellow of the Institute of Place Management (Manchester, UK). His research interests lie in place market­ing, place management, and place branding. Kirill Rozhkov has published about 70 scientific papers in different international and Russian journals on economics and management.

Konstantin Khomutskii, Higher School of Economics, School of Foreign Languages

Konstantin Khomutskii – Associate Professor at the National Research Univer­sity Higher School of Economics. His areas of research interests include cognitive linguistics, sociolinguistics, pragmatics, semantics and conceptualization, place marketing and branding. He is currently involved in a number of international cross-disciplinary projects, which deal with the application of linguistic methods to various studies in marketing, branding, and psychology.

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Published

2019-12-30

How to Cite

Rozhkov, K. L. ., & Khomutskii, K. (2019). Beneficiaries of A Place: Whose Life Is Better?. International Studies. Interdisciplinary Political and Cultural Journal, 24(2), 11–25. https://doi.org/10.18778/1641-4233.24.02

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