Applying City Marketing as a Tool to Support Sustainable Development in Small Cities: Case Study in Ukraine

Abstract

In the modern world, with rapidly developing technologies and exponential increase in competition - not only between enterprises, but also between territories – implementation of up-to-date approaches to city logistics and development is of crucial concern. While trying to be on the top of the ranking of cities in the region, the country or the world, most cities do not always use all available resources and competitive advantages. The last few years have proved inefficiency of conventional techniques of municipal management in terms of city development. City marketing is considered by the authors as one of the modern tools for forming and strengthening a city brand worldwide (Seisdedos, 2004). The analysis of city marketing in Ukraine, on a national and local level, led to the conclusion that there is a need to form both national and local city marketing strategies. Special emphasis was put on marketing for small cities in Ukraine as the key aspect of their further development. Furthermore, the approaches to create sustainable city marketing for small cities on the example of small cities in the Kharkiv region are presented.