Russia is discovering Regional Marketing, a concept first establisehd in Western Euope in the 80ies. There major cities first started to use city marketing to brand their down-town activities as a unique sales position to protect the small retailers against the upcoming shopping - centers giants at the outskirts of the cities.

Nowadays this confrontation of down-town versus city-limits has developed into integrated shopping centers down-town. Addionally not only Cities but also while Regions are beginning to market themselves jointly.

The reader City and Regional Marketing collects concepts, case-studies and trends. Authors from East and West offerbook their respective perspectives on this developing marketing scheme highlighting common traits and different approaches in a single volume. The book is in English and Russian (Contents as pfd-FIle).

Pls contact Bernd Hallier on information of availibilty and price.