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Att skapa ett varumärke: En granskning av hur Helsingborg framställs genom platsmarknadsföring

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(1). .  Att skapa ett varumärke  En granskning av hur Helsingborg framställs genom platsmarknadsföring        .          (!4* !..! 9*E +*//+* /0!..!0!RO  /0!.,.+#.))!0":.5/%/'(*!.%*# (!'%*#!!'*%/' :#/'+( QOPTEOTEQV.

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(12) 1.2 Problemformulering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

(13) +*/0.1'0%+*!*2 !//":.!/07((*%*#.'*/',,.+(!)2%('. ,(0/).'* /":.%*#!*'*$&7(,0%((00!"7/0C8(! !/'* ,(0/).'* /":.%*#!*2.!* !(%10#:.* !02!* +( )'010:2*%*#C!0 '*72!*"%**/!* +( ,+(%0%/'0/05.*%*# 7.,+(%0%'!*.%/'!..002,+(%0%/!./ 8).'* /":.%*#//0.0!#%!..!0/".)/8/+)/&7(2'(.A !00'+,,(.+'/8 0%((,!./,!'0%2!0+) +( )'0C . . 1.3 Syfte 5"0!0)! .!0!07.00/01 !.$1. !(/%*#+.#/'+))1*".)/07((/% ,(*!.%*#/ +'1)!*0'+,,(00%((,(0/).'* /":.%*#+$/8(! !/+'/8/01 !. +)+$%/8"(($1.2%//27. !*(5"0/".),8!'+/0* 2* .C  7,../** 3&&-3 .."70, 7&$(*,#-, ,5!-.4&&(#(!,-0,-> . R.

(14) 1.4 Frågeställningar  •. 1.'+))1*%!./ !(/%*#+.#/'+))1*#!*+),(0/).'* /":.%*# +$$1.10.5'/ !00%,(*!.%*#/ +'1)!*0!*+$2 '* !0%**!7.F.  !007..!0!0/$121 ".8#!/07((*%*#2%('!*'+))!.(%##0%((#.1* ":..!0!0/ !),%.%/' !(.C  •. %**/ 7. +)%*!.* !/5*/700*7.'+))1*!*'+))1*%!./% !+(%' +'1)!*0!*F.  !**".8#!/07((*%*#10#8.%".8*.!/1(00!0/+).!0!0/$121 ".8#!/07((*%*##!. +$!/2./!((!.".)":.((0 %/'10!./1* !.*(5/E+$/(10/0/ !(!*2 .!0!0C.!0!010#8.%*0!%".8*00/:'+) !//":.!/07((*%*#."%**/A10* 7)*.%/07((!0 %/'10!. !0010%".8* !0.!/1(00/+)$121 ".8#!/07((*%*#!* #!*!.!..C. . S.

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(57) 3. Teoretiska perspektiv 3.1 Platsmarknadsföring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akt 01 %!*/,!./,!'0%2,8)'0'+))!.".7)/010#8%".8* !0!+.%!./+) ,.!/!*0!.0/2+11(0+$5!C!00%**!7.00/01 %!*10":./)! !00 '.%0%/'0,!./,!'0%2,8)'0C8 !,(0/).'* /":.%*#!*.!*0'+*'.!0)!*72!* H,.0+$0!40H+),(0/).'* /":.%*#'*2.!00/700":.2%//'0:.!.00 '+*0.+((!.!((!./05.102!'(%*#!*C!*+)+11(0/,!./,!'0%2,8)'0/!/ /,.8'!0/+)!00/70000'+*0.+((!.!((!./05.A2%('!0!4!),!(2%//5*/%/5*!*,8 $1. %/'1./!.'*,82!.'/1&!'0!*00$* (!((!.07*'C)0% %#0#!.5!/ ,!./,!'0%2,8H)&1'H)'0!*/5*2%*'!( 7.,(0/).'* /":.%*#!*%/%#'*/!/ /+)!*)'0'+*/0.1'0%+* 8 !*/'1((!'1**"8)7**%/'+.007* . 1,,"00*%*#A!4!),!(2%/'* !00/'!#!*+)00":.!0#!((!.)7**%/'+.27(&!. 00"(5000%((/0 !*C8(! !/$.,(0/).'* /":.%*#!*(%2%00%((!*H)&1'H )'0.!/1./":. !/+)$.0%((0.7 !0%(( !*C. 3.3 Plats 01 %!*'+))!.":./0+$".7)/010#8%".8**0#* !0+),(0/!*/+)!* ,.+ 1'0C!00'*/!//+)!*/+%('+*/0.1'0%+*#!*+)00 !*/05./2 ,(0/'+*/1)!*0!.*/!"0!.".8#*+$22%('27. !*/+)%)#!/',* !. QX.

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

References

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