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Titelaufnahme

  • Titel
    Marketing of chemical parks: Challenges and perspectives
  • Verfasser
    Konert, Andreas ; Kaiser, Harald
  • Enthalten in
    Journal of Business Chemistry, H. Journal of Business Chemistry, S. 29-40
  • Erschienen
    2017
  • Anmerkung
    Section "Practitioner’s Section"
  • Sprache
    Englisch
  • Dokumenttyp
    Aufsatz in einer Zeitschrift
  • URN
    urn:nbn:de:hbz:6-61269733046 
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Abstract
  • Managing industrial parks is a multi-billion euro business with special importance to the asset intensive chemical and pharmaceutical industry. Site managers face many challenges, one of them being attracting new investments to the site. This article describes how site managers may create and implement an effective and efficient site marketing strategy by defining the relevant target group, specifying the adequate value proposition and using the most promising communication channels. The authors illustrate their recommendations with their site marketing experience from one of the most suc cessful industrial parks in Europe, the Industriepark Höchst.
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