1. Marketing Places Europe How to attract investments, industries, , ,residents and visitors to cities, communities, , , regions and nations in Europe Philip Kotler Christer Asplund Irving Rein Donald Haider /. - 2005

2. | * | - e lL*-* Stockholm School of Economics in Saint Petersburg, -, , . 2 : +7 (812) 320 48 00, : +7 (812) 320 48 09E-mail: office@sseru.orghttp://www.sseru.org191186, -, / 102 -. 2000 . , , , , , , 2005 Original English language edition Copyright 1993 by Philip Kotler, Donald H. Haiderand Irving Rein. All Rights Reserved.Copyright 1998 Prentice Hall Europe. This translation of Marketing Places Europe,First Edition is published by arrangement with Pearson Education Limited.Published by arrangement with the original publisher, Free Press, a Division of Simon & Schuster, Inc.Russian Language adaptation Copyright 2005 by Stockholm School of Economics in Russia. . , .ISBN 5-315-00027-3Printed and bound in Finland. -, 2005: .

3. 11 131 15 17 23 ? 24 272 29 ? 29 ? 33 ? 41 ? 43 473 49 ? 51 75 ? 94 1024 103 104 , 109 120 128

4. 5 129 10 , 289 131 291 137 304 : 157 - 307 160 3086 161 11 313 : 162 ? 314 167 317 : , 318 176 326 179 330 197 199 12 333 ? 3347 203 , 338 ? 205 346 ? 207 ? 214 13 347 ? 215 ? 348 ? 221 ? 353 225 3678 227 228 371 229 242 251 254 255 257 2599 261 262 - 283 287

5. . . , , , . , , , The Economist , . , , . , . . , , . , . , -, , . : , , . , . , . , . 11

6. , , , , , , , . , , , . , , . , , . , . . , . . , . , , , , . . .. , , , EuroFutures ( ) , , , . . , . (ETOUR) , EuroFutures . - , , , . , , ; , , ; - .12 13

7. 1 ? . . - , - . , , . - , , . , , , . , . -, . -. , , . . , , , . , - . , , , , 15

8. . - . , - , . . : , ( , ), , . (). . . , : 1999 - . - . , , , , , . . , . , , . , . : . , , .1 . , . . 102 000 , 1000 . , , . . . , . . , , : , , , , . .2 , , . , , . , - - , , , , - . , . , , . , . - . -16 17

9. , , , , . , - 2010 . . , , 10-20%. - , , - , . . . 1993 , , , , : , XXI , : , , - ., - , , , . , , , 3 . . - , , . : . , 1986 1990 1. 9 . 4% 2,5% . , 2. . , . -3. . - , 456 , , 143 . 25 , .4 . : ? ? , . 2000 - . - 1.1. , - : OECD Factbook 2005.18 19

10. - , . , . , . : 20 . 1998 5 : 1) (-11 ). , , 25% . . , , . . , . , , - , , . , (. 1.2), , . 1.2. , , /, , - . . . (. 1.3). , , , . . , , . , , .20 21

11. , . , . , : , , . , . , - . , , IBM Microsoft, . -, . , , -. - , , , . . , , , . - - . IBM , , , : , , . . - .22 23

12. ? 1.1. , 15 - , , 10505000 . . 36433 1600 16068 5000 . 8066 7200 . 8056 4700 , , , 5922 1700 2301 3200 . 647 23200 - 589 17000 4340 - 800 480 120000 461 10900, . 289 29800 4% , 14% 276 18800 . 205 32000 118 2900 , . 84 41700 . 79995 , - : , Community Systems in Europe ( ), , (. 1.4). Publica, , 1996, . 152 ( - 1999). , 100 . . 1.1 . 1.1, - 80 . . , , - , - 3000 (), 454 () 196 () , , . ( , , ) 19 . . , , 102 645 . , . 800 . . - , 1991 , - . . 25

13. () , (). . . 222 . , 3. , , - . . , , 4. - . , . , : , . , 1997 LG Group-, 6. , $2,65 , 6100 - , . : . , LG Group 360 , 1997 , , Sony Toyota.8 129 , , . - , - . , . . , . , , . . , , , , , , . , , , , - . 1996 . BMW , , . , , . $600 . : , , . : , 1. (FDI) : 1990- 30-50% FDI. 1. , ? .7 2. , 2. ? , . , , , , .26 27

14. 2 ? , , . . , . , . . , . , , . . , , . , , - . . , , , , ., , ( World Expo 1992) , . , , , , , 29

15. , , . . , , , . , 2,1 1996 , , 10 .4 . , . - , , , . , , , . , , , . .1 1970 ; 1996 7%, 2.1 . 2 , 6 1997 The Full Monty , 400 . . Laser , . Arthur Price of England . . , 1970-1980- , . - , . (EMU) , . , . - . . , . , , , , - , , ;; . . , , , , , , . 1990- , . : 700- . , 3 - , , 18 . . 638 . , . , - Firth Rixon, 300 , : ,, . , , . , . . . 1950- . , 28 . . , , . , . , , . . : Ian Hamilton Fazey, An effective . - example of industrial regeneration, Financial , Times, 28 1997 (Lexis Nexis); Richard (. 2.1 2.2). Wolfe, Comfort zone built on branding, Financial , , , . Richardson Sheffield vyTitnes, 28 1997 (Lexis Nexis). . -30 31

16. , . , ? . , . * - 2.2 , -, Standort gegen Standort. . -, . . -, . , . 1999 , . - * * , , : . . , , , , . 400 , . . , ( ), 770 , , 70% . , . , , , . , . , 50 000 . . , . . 2.1 , , . . , . , , ; , , , . . , - : , , . , : http;//cityinfo. nacamar.de/city/frankfurt/e_commerciai.htnil; , . , Oliver August, Dont mention the Euro as Ger , many prepares for E-pay to dawn in city ( . . , , , -***). The Times, 15 . 1997 (Lexis Nexis); Kenneth Keefe, Frankfurt: the . , , gateway to capital, commerce, and communication , , , ill the new Europe, Business America, 26 ~ , . , 9 1993, pp. 14-15 (Lexis Nexis); Greg Burns, , Eurex volume pops up above Board of Trades, , , Chicago Tribune, 9 1999, p. 3. , . , , . * : krank (. .). ** , (. .).* * * E-Day Euro Day, 1 2002 , 12 , , (. , (. .). . 2.2). - 32 33

17. 2 . 1 . . , . . . , . , . 1980- 30 . 1980- . , , , Michelin (20 100 ) . . , , , . , . . ; 10 . 34 35

18. 1980- ; 23 . 1982 1990 , . , . , , 25 . , . 500 , 5 . . , , Minitel 350000 . , , . , , . . , , . , , : , , , , , , , , . , . , , : , 1. , , 2. , : , 3. . , , ,6 , , . , , XIX . . , , , : , . , ? ?, . XX . , . , . , . -, . , , , , , , . . , XXI , . , . (). , , , . , Canon, . 36 37

19. - . , , , , 16 . . (. . 2.3), 700 , . - - , . , , . . (), . , 60-70% .7 , , , . , , , , , , . . . , 16 , . , . , , . , . , , , , , .38

20. , , , , . , . - , , , , , - , . - ., , - ? . , , . . , . : (ERDF), . (ESF), (FIFG) (EAGGF). . , 7 , 19% 1987 , 257 , 37% 2006 . , , ?, - , - , , . . . , , , , , . . , , . , . , ( ). . , , . , . : , . ! , , . , . , , , . , . , , . , , , : - , , .8 , . 40 41

21. . , . . $1 , , , . , .Advanced Micro Devices $544 - , $1,9 . Siemens . , . , . , . , , . , . , , , . .9 5 20 . - - . . , . , . . 1997 Ericsson, , - 400 . , ? Ericsson, , , - . , Ericsson , , . . , , ( - . , ), 24 Ericsson . ( -) , , . , , 1998 . . ,- Ericsson . Haley and Baker, , 500 , , . .10 ,( ), , . ( ), - ( ) . , , - . . , , , , . 42 43

22. , . ( SWOT*: . 5. , . ). . 2. , 1. , . . , 2. . .3. 3. , . 4. . . 10-15 . . , , . 2.4. , . . -, . , . -, . , . , , , . . -, , . -, . , , , , . . : , 1. . , 2. - . New Yorks Empire State Business Aliance. 3. . -, , 4. . , 5. ., , . . . . . 1. . strengths ( , ), weaknesses ( , , ), opportunities () threats ().44 45

23. , . , . , , , , , . , , : 1. . 2. , . 3. . 4. : . 5. . 6. . 7. . , . . 100 . , . , - , . - . , , . , , , . . , 4746

24. 3 : , . 5-10% , Financial Times, , . . . .1. . 1980- , -, . . 5,3 , , , 1 . , , , , 2000 .2. : . , 2. ,

25. , . . - , . , , : , The Chamberlain Group (, ) . ; Western Atlas ( , ) . ; Johnson Controls (, : (1) ) ; Winnebago Industries ( , ? (2) ) - ; ? (3) ? Bertelsmann America Online , Lands End Inc., , .3 3. , . ? , Midland Electricity . , , , . , , . - , ABB - : . , . 3.1, ABB 1. , . . - 2. , , , - - ABB . . ABB 3. , . . , , , . , . (. 3.1.) , , , - XIII , , . 70 . , , - . , , . , . . , : , ; , ; , , , , , - ; , , -50 51

26. 3,1 ? ( ). . 1 , , ( , ), - , - 2000 1000 . - . , , , , . . , - , 5000 -, , , 30 . . , . , , . - . , : , www.norrbotten.se; www.laplandguide.com; . , 27 1998. , . - - , , , . - . , , - . , . 1997 . - , Nestle, Unilever Pernod Ricard. , , , : " , 4 . 5352

27. , , (. 3.1). . 1995 (19,2 ), (18,8 ) 7 (16,5 ). 1997 , , 10%- . 8 . , . , , . , (), 5 . (), () (), , . () - , , . . , , 10% , . . 35% : , , 38 . . , , 19 . . - , 10% , - . . 37% , , . 6 , , . , . 3.1. , . 1. ( , , , ) , . ( ) , 2. (, . .) , , , , . , 3. , . , , . , .4. . , 54 55

28. , 3.2. . , . . 3.2. CeBIT , 3.2 , 600 . , , , - . , 100 . , . , : , ( *), ( 30 ), . , (, 156 CeBIT. ), (, 600 . 7 . . , 2000 ) , , . :: (. 3.2). , . , , , , . . - , , . : , The USP market ( USP), EuroFutures, Swedbank, , 1999. : ( ), (), - ( ), EuroStar ( ), EuroLines ( ) ), Euralille ( - ( ), EuroToques ( ), ( ), -), ( 1998 ), () NBC Whats OnEuroCard ( ) EuroWorld in Europe ( ), ( ), Europcar ( . , * . , 56 57

29. . - . 1998 3 , . , , . , , . . , , , . - . , . , , , . . . , , , , , . . , !. , , , . , , . . . , - 5958

30. , (. . 3.3). , , , . 1960- , . - . , , - , . Revlon : - . . - . . , , . , 50 - , : , . , , : , , , , 9. , : ? , , , ? , , 10! . . , ? , , . . , M i l t o n Keynes Marketing Limited, 1992.60 61

31. , , , , , , : *. . , , . , : . , 1. 20 ,2. , 3. .4. , ( ) . . . , , , . . -, . . , . . , , , . . 3.4 , -, , , , , , . . . , . . , (. 4). Hamptons International, : 5-, 6- 7- . , . . de plaisirs**. . 15- , . . , , Proprietes de France LImmobilier en France***. DATAR*, : . : , . , . . : . * . . , , . (.). Delegation a ramenagement du territoire et a Taction regionale - ** (.). (.).62 63

32. , , . . - , . : : , , : , , , , , . , J i l m n n g + l a i t l M n - Gf-itnar.yt 0">-| Id - provide a poaiWe. tiiflhty diversified upporhne international open to oeapJe and ideas from aro , iroiimenl lor that want 10 grow and Hospitality and iniernalionality a h. S n a l n a i r i l i y loeaitid between the Bailie . - I t M l i W i g H l - m i t . Jual Iwo goo Norltt Sea al 1 lie o e s s - r o a d s of major trading we are burding a Japanese school tee to Soandinavw a n d (he Saltic region. - Hne a lool. at Sen ieswig-Hol stein Woswig-Ho:slBiri >ias a long tradition ol now lacoe. Schleswig-Holstein 3.3. Committed to Healthy Growth .4. - - - - , , . , - . . - -. , . , * -. .- * . ( ), (, , , . .), -, , . Lorentzendamm 43, D-24103 , , , , . (431) 593 39 17, (431) 55 51 78 . , : Corporate Location, /, 1994. , .64 65

33. : (. . 3.3). - , 1980- -, - . . , . . , , 1 . , . , . 3.2 - : 3.2 - . . -, , , , . ..: , , . , . , . Expo 200Q. . . , Expo 2000 : . Hoover Company , - - . . , , , - , - 10 . , 2000 . , , , 40 . , 153 . : - , Hoover Company . Expo 2000 1 40 ; - . , , , , . : - Expo 2000: . , , . . : - CeBIT ( , , - ). Expo 2000 .2 . : EuroTier ( -, ) Euro-BLECH . , ( . ), , , . 1992 . , . , 25% 2005 . . , : , , , , , . , , . , . . , , 2,3 , . , , , , . .1 . 3 -, , , Orrefors Kosta Boda. 66 67

34. - Expo - , . : , - . - , , XXI , , , , : , , , 1. Ira Schaibk, "The German fair and exhibition , market more crowded", Deutsche-Agentur, 28 August 1996 (Lexi$ Nexis). 4 . 2. Expo 2000, - , 1997/1998, , 12-13, , 3. : http://idei,org/aplans/hannsap.htm. , 4. Ibid. , . , - . , , , . - . , , . . , . . , , , , . . , . . . 3.5. -, . , . 1990- , , , . , 3.5. . : EuroFutures, 1999.68 69

35. . , : 3.3 , , . , , , . 1996 , , , , : , : , . 19 . 600 . . , , 31 . 20-30 . ?. , , ? , ? 5 : . , . 1. , - : . : , I . -1 . , . , - ; 2. , : 2. / ( 1970-1980- ) (1990- . ). , - - , , , . ; , * , . 3. , , , I , . . . (. . 3.6). 4. : - 700 . 1. Jane Martison, Huge network of friends,;; , , . Survey - Cambridge, Financial Times, 12 December , . (. . 3.7). 1996, p. 2. >i 5. 2, Richard Adams, A second phenomenon of: , Fenland, Survey- Cambridge, Financial Times* 12: , . December 1996. . . 1997 Omega : Omega - 1848 . , ( ), , : Omega - . . , . , 3.3 , . . -, . . . 70 71

36. Cambridge Research and Innovation Ltd CRIL is a seed fund with an established base (CRIL) - in Cambridge. We invest in early stage high . technology ventures. CRIL has developed a s p e c i a l i s t i n v e s t m e n t a p p r o a c h t o these , p o t e n t i a l star performers. We invest in . CRIL ventures based on technologies protected by i n t e l l e c t u a l p r o p e r t y rights, w h e r e t h e s e . technologies have large markets. We act as a , , corporate business angel, supporting those businesses we invest in with management , input whilst they become established. , . CRIL - , , , , 13 Station Road, Cambridge CB1 2TB Tel: 01223 312856 . 3.7. - * : Financial Times, 12 1996. , , Audi Mercedes, : . Audi - (. 3.4). , , . , Fiat Alfa Romeo, - - , - . , , 3.6. 1970 1970 , , . , 25 , , ( 73 , 6 ); ( 4000 - ! , Bidwells A seed fund - (.) - () , , (01223) 841841 (. .).: Financial Times, 12 1996. 7372

37. 4. Audi .4 . , , - . 1986 . , : - , Audi - , , . . . , -V- , , . , ; . , - , Audi, Saab Volvo - ; 60 Audi , Renault, Peugeot, Rover, Fiat , , Alfa Romeo. . . Audi .; , , : , . , , , . : , 1. , , . Audi 2. , . . , - . , 1995 3. , , , - 4, Audi 4. . . Audi , . . , I , , Legend, Lexus Infinity - 100 . . , : . - , Audi , , , , . , , . , , . ); ( ). , . , , - . , . : , : , 1%1. . 20 , .12 ( ). . , ,2. - , : - . . :3. , - , , , , . . , 74 75

38. , , , . . . , , , . , , . .1. . , , - , , , . , , . , - . , , , . , 3.8. Absolut , 1. , . 2. , . ., . : The Story, Absolut Company, , 1997. , : , - 13 , 2000: 1 4 , : , , . . , , . . , , Absolut Cities in2. urope*. , , , , , . , . . . 3.8 ., . * .76 77

39. 3. . ! 3.5 . , - , . , , . . . . . , 200 . . , PR-, . . . ,, , . . ? . , , , back-office, . , 1997 ., ( - , 6%. 13 : -) . . !. , : ,(. 3.5). . , , 11 1998.4. , . -, , . , , , , , , . , , , 5. . . . - , , - , . Corporate Location : ( ) Mezzogiorno*, , . . , , 15. . , , , - . . - , , . , , Mezzogiorno. , . , , 56% 200 (, , , . . -, (.).78 79

40. , ). 34,5% . ., 30% , , . 16 . , . , . , , , . , , . , - . - . ; , ,, 1995 . . - - . , , . . - - . , 35- , , . , , , 250 . , Benetton, 350 . , . , , . -- , , , , , , . , . , , 1057 , -. - . , . 8000 . 3-4 , . . , , , , , . . . , , , , 98 , , , , . . . , , - . . , , , . 30% .. , . , - , , .80 81

41. . - - . . Fiera Milano* - 40-50% . Fiera . , Milano, , , Fiera Milano ., Fiera Milano18. 1995 2,9 27 . . 866 . , , 105 . . 1997 . - 380 . 486 . . . , - , , , 4- . , Fiera Milano. - . , . 3.6 . .