Abstract
Why do some cities get more investments than others taking into account their equal locality, capital, and potential? City marketing can be a direct answer to that. Selling cities as a product, building their brand and reputation, making them attractive in the "urban market" for investors, partners, current and prospective residents… all of these bring us to the idea of cities' interests' promotion. In this article author frames the theoretical concept of city marketing through literature analysis and creates an operational definition in the framework of the thesis "Strategic City Marketing in Ukrainian Local Governments: Analysis of Current and Perspective Realization". In the process of analysis, it was observed, that studied definitions form two groups: competition-oriented and customer-oriented. The task was to use features of both in the operational definition.
Highlights
The population of the Earth continues to grow
Why do some cities get more investments than others taking into account their equal locality, capital, and potential? City marketing can be a direct answer to that
The author proposes the operational definition based on the conducted analysis: City marketing is a long-term strategic activity aimed at the operation and development of the city according to its markets demands, stakeholderswants and needs, and competitive environment
Summary
The population of the Earth continues to grow. An urbanization process acquired new speed, and it seems that by 2050 around 66 percent of the world inhabitants will reside in urban areas. The term "city marketing" appeared in the European scientific literature in the 1990s It was defined as an activity aimed at ensuring the balance between urban services and the demand for them of the population, business companies, tourists, and other visitors of the city (target groups). The philosophy of the work foregrounds the societal marketing concept based on city marketing; it can be called customeroriented It is about infrastructure, urban planning, or economic development, but it is first of all about people, their needs and demands. The work "City Marketing: a Significant Planning Tool for Urban Development in a Globalised Economy" of Alex Deffner and Christos Liouris considers city marketing as a tool of the citys product promotion and development It states that in some situations image, being "a simplification of a large number of pieces information", becomes more crucial than reality itself (Deffner & Liouris, 2005). Definitions of the “place” and “territorial” marketing are considered to be not applicable in this case since they cover a wide range of settlements (from village to country), which vary from each other in a sense of regulations, population, budget, target audiences, strategical approach, etc
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