nation branding and place marketing the place

IV. The Abode

Some countries are geographically disadvantaged. Recent studies accept demonstrated how being landlocked or having a tropical climate act a hefty price tag in terms of reduced economic advance. These unfavorable circumstances can be described as “accustomed discounts” to a country’s price.

What can be done to affected such abrogating agency endowments?

In classical microeconomics, the element of “abode” in the marketing aim used to consult to the locus of delivery of the product or service. Able-bodied into the 19th century, the “abode” was selfsame to the region where the product was manufactured or the service rendered. In other words, textiles weaved in India were seldom sold in Britain. American accountants were unlikely to practice in Russia. Distribution was a local affair and networks of dissemination and marketing were geographically confined.

A host of historical and technological developments drastically altered the scene and frayed the straitjacket of geography.

The agitated disintegration of the aged system of geopolitical alliances led to the formation of massive, multiplayer trading blocs within which and among which the movement of goods and, increasingly, services is friction-chargeless.

The all-inclusive access in the apple’s population – matched by the exponential rise in purchasing adeptness – created a global marketplace of unprecedented treasure and a corresponding hunger for goods and services. The triumph of liberal capitalism compounded this affectionate aftereffect.

The advent of mass media, mass transport, and mass communications reduced transaction costs and barriers to entry. The apple shrank to alter to a veritable “global village”.

The amount of adeptness (processed advice) has accelerated risen to surpass that of classical (physical) goods and services. Advice has some of the properties of a public acceptable (for instance, nonrivalry) – coupled with all the incentives of a private acceptable (e.g., profit-manufacture).

Thus, the actual attributes of distribution had been irrevocably changed. The distribution channel, the path from producer to consumer (in our position, from country to foreign investor or tourist, for archetype) is less encumbered by topography than it used to be.

Even the poorest, most remote, landlocked, arid, and disadvantaged country can nowadays leverage air flight, the Internet, television, cell phones, and other miracles of technology to advance itself and its altered offerings (adeptness, plant and animal species, appearance, history, minerals, cheap and educated manpower, cuisine, textiles, software, and so on).

The answer to accomplishment is in a blend of both direct and indirect marketing. Nowadays, countries can (and accomplish) appeal directly to consumers (ads targeted at tourists or road shows aimed at investors). They ad hoc themselves and what they accept to action, circumventing brokers and agents of all kinds (disintermediation). Still, they should not fail to cultivate added traditional marketing channels such as investment banks, biking agents, multilateral organizations, or trade associations.

With abounding of the physical obstacles to marketing removed in the last few decades, with the actual abstraction of “abode” rendered disused, promotion emerged as the most critical angle of nation branding and abode marketing.

About the Author

Sam Vaknin ( ) is the author of Malignant Self Adulation – Narcissism Revisited and After the Pour – How the West Absent the East. He served as a columnist for Central Europe Analysis, PopMatters, and eBookWeb , and Bellaonline, and as a United Press International (UPI) Senior Bag Correspondent. He is the the editor of mental health and Central East Europe categories in The Accessible Directory and Suite101.

Originall posted January 8, 2012