{"product_id":"concept-marketing-for-communities-capitalizing-on-underutilized-resources-to-generate-growth-and-development-9780275967987","title":"Concept Marketing for Communities: Capitalizing on Underutilized Resources to Generate Growth and Development","description":"\u003cp\u003e • Author(s): Rhonda Phillips\u003cbr\u003e • Publisher: Praeger\u003cbr\u003e • Publisher Imprint: Praeger\u003cbr\u003e • BISAC: Public Policy - City Planning \u0026amp; Urban Development\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003eExceptional communities possessing a definitive sense of place, the cities and towns presented in this book have created or re-created a style, ambience, or character that transcends the ordinary and is used as the basis for community economic development. Adapting the idea of concept marketing, these communities have found a niche or specialty to create community recognition and serve as a basis for garnering external investment, tourism, and other revenue-generating events. This book examines the use of popular and corporate culture, retail establishments, historical tradition, and surrealism in community concept marketing and profiles examples of communities from a diverse array of contexts and geographical settings. \u003c\/p\u003e\u003cp\u003e\u003c\/p\u003eBellows Falls, VT, for instance, a once-depressed former milltown has transformed itself to a vibrant community through an arts integrated development strategy, while Austin, MN, the home of Hormel Foods, has drawn on the town's corporate culture with the opening of a new SPAM Museum. Manchester, VT, taking a retail approach, has become a designer outlet mecca, and Walnut, IA, the state's Antique City. Cape May, NJ, has restored its historic properties and successfully marketed itself as a seaside resort, while Holland, MI, exemplifies the surreal approach, marketing itself as a Dutch town. Considering these and other uniquely marketed communities, this book examines the elements necessary for a successful concept marketing strategy to community economic development.","brand":"Praeger","offers":[{"title":"Hardcover","offer_id":45082979532951,"sku":"9780275967987","price":7640.0,"currency_code":"INR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0666\/3471\/1191\/files\/9780275967987.webp?v=1767263555","url":"https:\/\/atlanticbooks.com\/products\/concept-marketing-for-communities-capitalizing-on-underutilized-resources-to-generate-growth-and-development-9780275967987","provider":"Atlantic Books","version":"1.0","type":"link"}