Marketing the Great South Coast : a regional approach to attracting population in Australia

Howell, Ken 2008, Marketing the Great South Coast : a regional approach to attracting population in Australia, International journal of interdisciplinary social sciences, vol. 3, no. 8, pp. 175-184.

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Title Marketing the Great South Coast : a regional approach to attracting population in Australia
Author(s) Howell, Ken
Journal name International journal of interdisciplinary social sciences
Volume number 3
Issue number 8
Start page 175
End page 184
Publisher Common Ground Publishing Pty Ltd
Place of publication Altona, Vic.
Publication date 2008
ISSN 1833-1882
Keyword(s) marketing
place marketing
regional decline
population attraction
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 threaten 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 paper examines the concept of “place” marketing as means of arresting or reversing the decline, and examines as a case study the approach of a group of adjoining local government areas in Australia who have developed a regional and collaborative approach to place marketing.
Language eng
Field of Research 150502 Marketing Communications
HERDC Research category C1 Refereed article in a scholarly journal
HERDC collection year 2008
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Document type: Journal Article
Collections: Faculty of Business and Law
School of Management and Marketing
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