Using Critical Path Analysis (CPA) in Place Marketing process

Metaxas, Theodore and Deffner, Alex (2013): Using Critical Path Analysis (CPA) in Place Marketing process.

Abstract

The article awards the use of CPA as a methodological tool in Place Marketing implementation. Taking into account that Place Marketing is a strategic process based on ‘project’ meaning with particular actions in specific time horizon, the article proposed that CPΑ has the capacity to satisfy this hypothesis. For this reason, the article creates a hypothetical scenario of CPA in four phases, planning, programming, implementation and feedback, taking as a case study the city of Rostock in Germany. The analysis shows that CPA is an important tool for Place Marketing since Place Marketing implementation receives the character of ‘project’ in particular time horizon.

• Item Type: MPRA Paper
• Language: English
• Keywords: Place Marketing, CPA, project, hypothetical scenario, Rostock
• Subjects: O - Economic Development, Innovation, Technological Change, and Growth > O1 - Economic Development > O18 - Urban, Rural, Regional, and Transportation Analysis ; Housing ; Infrastructure; O - Economic Development, Innovation, Technological Change, and Growth > O2 - Development Planning and Policy; O - Economic Development, Innovation, Technological Change, and Growth > O2 - Development Planning and Policy > O22 - Project Analysis; R - Urban, Rural, Regional, Real Estate, and Transportation Economics > R5 - Regional Government Analysis > R50 - General; R - Urban, Rural, Regional, Real Estate, and Transportation Economics > R5 - Regional Government Analysis > R58 - Regional Development Planning and Policy

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