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Evaluating Effectiveness of the Place Promotion: the Case of “Southern Bank“

Student: Kazakova Ol`ga

Supervisor: Kirill L. Rozhkov

Faculty: Faculty of Management

Educational Programme: Bachelor

Year of Graduation: 2014

<p>The complexity of the new districts&rsquo; promotion in existing cities is up-to-date for specialists in both academic and practical marketing fields. During research preparations, the author disclosed insufficient knowledge of this topic in terms of place and real estate marketing. The research goal is to evaluate marketing of the new Southern Bank district in Krasnoyarsk. The author is going to find out which methods of marketing effectiveness evaluation are available and which one of them is the most suitable for Southern Bank promotion. To be more specific, the author&rsquo;s approach in the practical part of the work is focused on the evaluation of commercial effectiveness evaluation of the place marketing, i.e. on correlation between marketing costs and sales volume. The author supposes that this correlation exists but cannot be described as a simple positive dependence of two variables. &nbsp;Thus, comparative analysis of the sales and advertising expenses volume dynamics during several years was conducted in the practical part. This includes finding their development trend and dependance. After evalution of the place marketing effectiveness the author provides recommendations.</p><p>The present topic is directly connected with such terms as &lsquo;place marketing&rsquo;, &lsquo;place brand&rsquo;, &lsquo;brand image&rsquo; and &lsquo;brand identity&rsquo;. There are numerous quotations from the academic papers and different approaches to the evaluation of the place marketing effectiveness considered in the work. Given that such evaluation was carried out from the developer perspective, the author found especially difficult lack of researches in place marketing assuming that city, region or country marketing from authorities and society point of view is well examined and presented in academic papers. Unfortunately, companies still lack a proper marketing success measurement in new district marketing as well as researchers still need more studies of this theme. On the whole, the present work is an attempt to contribute to better understanding and developing in urban area marketing focusing on evaluation of its commercial effectiveness.</p>

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