The Role of Urban Marketing in Local Economic Development: A Political Economic Perspective (original) (raw)
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Urban marketing is an indispensable element within the strategies for economic development of the cities, contributing to the overall vision of the strategy. This helps cities to accomplish many objectives (attracting new national or international companies, consolidate industrial infrastructure, developing tourism, diversifying and improving transport and health services), while they have to maintain a certain level or to cut off public expenses, and to face the harsh competition to attract new investors. The biggest challenges for urban marketing are changes occurred in market structure and dynamics, which exceed the response capacity of the cities. The sole existence of a developed industrial infrastructure is not sufficient for a community to reach the development goals, marketing must create the image, the message to be conveyed to potential investors. Urban strategic marketing is the most adaptable and productive approach of the problems that the communities face. Urban marketing became an extremely important economic activity and, in some cases, the main source of local welfare. Inside clients -oriented marketing is not only a technical problem, of marketing technique, messages and targets, but also one defining the city development in terms of value system of the public.
THE MODERN CONCEPTS OF URBAN DEVELOPMENT: MARKETING APPROACH
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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.
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Modern trends in the formation of urban development are based primarily on the extent to which the territory of a city can be attractive for investors, interested people in general and public administration systems. When regarding programs for the development of urban areas in the structure of sustainable development, it is necessary to highlight the methods of forming an attractive image of a city, which is considered a marketing tool. Understanding the possibilities for the development of an urban area requires the formation of tools for spatial marketing and opportunities for the establishment of measures for the development of individual tools of communication between city authorities and the external environment. The novelty of the research is determined by the structural feature of the formation of an integrated method of using marketing tools to promote the image of a city in the informational, social, and cultural aspects. The authors show the tools for implementing the mark...
Cities increasingly compete with each other in an effort to attract tourists, investors, companies, new citizens and most of all qualified workforce (Anholt, 2004; Kavaratzis, 2005; Zenker, 2009;. This created the growing interest in the development of the concept of City Marketing. It also has been identified as one of the most important measures in marketing field, and has been argued to be the most important aspect in building a competitive advantage of a nation. Although the notion of city marketing is popular in the last decade, the term is similar to the definition of place marketing. However, the measurement of city marketing as well as place marketing has not been developed yet up to now. Given that, the purpose of this study is to develop the dimensionality of city marketing.