IT and the Management Innovation in Marketing Places : Door-to-Door Sales Type Promotion Model Using SEM(<Special Issue>IT and Mnagement Innovation)

Abstract

Marketing places is an idea that marketing can be applied not only to companies, but also to places, and this idea was made by Philip Kotler. In this paper, I chose Kagoshima prefecture as a target place to observe, and tried to promote Kagoshima prefecture using internet marketing approach. Homepage's existence is not enough for promotion because no one can go to homepages which one does not know. That is why I use SEM (Search Engine Marketing), especially SEO (Search Engine Optimization). But, According to "Sales Style and Space Model", SEM is not enough for marketing places either because no one can use keywords that one does not know. In order to solve this problem, I invented and tested "Door-to-Door Sales Type Promotion Model Using SEM".