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Marketing of place to attract and retain population in regional Australia

Howell, Kenneth J. and Shaw, Robin N. 2003, Marketing of place to attract and retain population in regional Australia, in History of the next decade : proceedings of the Academy of Marketing annual conference, Aston Business School, Aston University, Birmingham, England, pp. 1-16.

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Title Marketing of place to attract and retain population in regional Australia
Author(s) Howell, Kenneth J.
Shaw, Robin N.
Conference name Academy of Marketing. Conference (2003 : Birmingham, England)
Conference location Birmingham, England
Conference dates 8-10 Jul. 2003
Title of proceedings History of the next decade : proceedings of the Academy of Marketing annual conference
Editor(s) Farrell, A.
Lee, N.
Lings, I.
Publication date 2003
Start page 1
End page 16
Publisher Aston Business School, Aston University
Place of publication Birmingham, England
Summary In Australia, as in many other developed countries, regional and rural areas are suffering from an overall decline in population with a specific loss of young adults (16-30 year olds). A decline in population, linked with the Australia-wide problems of ageing populations and diminishing birth rates, is leading to a social and economic decline in many regional cities and towns that threatens their long-term sustainability due to the lack of skilled workers and professionals. Although the loss of population from regional and rural areas has the potential to affect the national economy, it has mainly fallen to local government to combat the problem. Local government is beginning to use place marketing to attract and retain residents in addition to its traditional use of place marketing to attract industry and investment.

This exploratory paper examines regional decline in Australia and the concept of "place" marketing as means of arresting or reversing the decline, A conceptual model of place marketing by local government in Australia has been developed and a number of hypothesis are proposed for testing in future research.
ISBN 1854494600
9781854494603
Language eng
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category E1 Full written paper - refereed
Persistent URL http://hdl.handle.net/10536/DRO/DU:30005187

Document type: Conference Paper
Collection: School of Management and Marketing
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