Triangulated value perspectives of Place marketing: A case of Dongdaemun and the Doota shopping mall

• Published in: Journal of global fashion marketing Vol. 4; no. 4; pp. 299 - 318
• Main Authors: Ko, Eunju, Choo, Hojung, Lee, Ji Yeon, Song, Sangah, Whang, Haesung
• Format: Journal Article
• Language: English
• Published: Taylor & Francis Group 01.09.2013; 한국마케팅과학회
• Subjects: DDM; Dongdaemun; Doota shopping mall; DOOTA商场; local market; place marketing; triangular framework (economic, social, cultural); 三角框架（经济;社会;文化）; 东大门（DDM）; 区域营销; 本地市场; 경영학
• ISSN: 2093-2685; 2325-4483
• DOI: 10.1080/20932685.2013.822683

Dongdaemun (DDM) is ranked the second most-visited and shopped-at place among Korea's tourist attractions (Ministry of Culture and Tourism, 2013) and is expected to create enormous value over the next few years. Although DDM is currently in a difficult situation due to intense competition, by examining the successful case of Doota shopping mall which applies differentiating distinctive values of DDM to its modernized marketing strategy and yet is growing each year, this will provide implications for revitalization of DDM. In order to provide directions for DDM, this study first derives the key elements of place-ness for place marketing of DDM through multilateral literature reviews, and second examines how the values are implemented into marketing strategy through in-depth interviews. This study provides strategies for DDM's growth in accordance with its various fundamental resources and potentials, and further suggests ways in which DDM can be revitalized and become an international landmark.