City Marketing
ABSTRACT
One of the most interesting issues in the literature of urban studies, the last thirty years especially, concerns the significance of city marketing procedure on high degree of city competitiveness achievement. The basic questions arising refer to the effectiveness of city marketing and how it can be measured, to the ability of public local authorities to plan and implement promotion policies as well as to the determination of the prerequisites according to which the “final produced good”, which is the “city image”, can be promoted effectively to the potential target markets.
‘The City Marketing’ what it means:
In the introduction of the book ‘Selling Cities ‘- The marketing and the promotion of towns and cities 1850 –2000’, Stephen Ward (1998), mentions that all the cities, industrial, metropolitan as well as those of Eastern Europe, are actively involved in the ‘Place Marketing game’. Levering (1995:117) suggests that place marketing procedure, is the main action related the local development and the promotion of investment actions of cities that aim to the emergence and the sustaining of their image towards their external environment. According to Goodwin (1993),‘the cities have become ‘goods’, have been standardized, grouped, advertised and become the object of negotiations more than any other good in the capitalist society’ We do not use the term 'product ' or 'service ' and instead we use the term 'good ', because a city or a place constitutes a multiple grouping of products and services which are called 'local distinctive characteristics ' (European Commission-LODIS Programme; Ashworth and Voogd, 1990:17) and which finally raise the image of the place as a whole (Metaxas, 2003). Cities that exist in this market compete with each other trying to be attractive to the potential target markets by satisfying their needs and their observation. Cases of cities traditionally industrial, such as Glasgow, Bilbao, Bradford etc., which showed
One of the most interesting issues in the literature of urban studies, the last thirty years especially, concerns the significance of city marketing procedure on high degree of city competitiveness achievement. The basic questions arising refer to the effectiveness of city marketing and how it can be measured, to the ability of public local authorities to plan and implement promotion policies as well as to the determination of the prerequisites according to which the “final produced good”, which is the “city image”, can be promoted effectively to the potential target markets.
‘The City Marketing’ what it means:
In the introduction of the book ‘Selling Cities ‘- The marketing and the promotion of towns and cities 1850 –2000’, Stephen Ward (1998), mentions that all the cities, industrial, metropolitan as well as those of Eastern Europe, are actively involved in the ‘Place Marketing game’. Levering (1995:117) suggests that place marketing procedure, is the main action related the local development and the promotion of investment actions of cities that aim to the emergence and the sustaining of their image towards their external environment. According to Goodwin (1993),‘the cities have become ‘goods’, have been standardized, grouped, advertised and become the object of negotiations more than any other good in the capitalist society’ We do not use the term 'product ' or 'service ' and instead we use the term 'good ', because a city or a place constitutes a multiple grouping of products and services which are called 'local distinctive characteristics ' (European Commission-LODIS Programme; Ashworth and Voogd, 1990:17) and which finally raise the image of the place as a whole (Metaxas, 2003). Cities that exist in this market compete with each other trying to be attractive to the potential target markets by satisfying their needs and their observation. Cases of cities traditionally industrial, such as Glasgow, Bilbao, Bradford etc., which showed
References: : Different sites in Internet and the following papers: ACHE, P. (2002). Vision and creativity-challenge for city regions. AVRAHAM, E. (2000). Cities and their news media images. BOSCHMA, A.R. (2004). Competitiveness of Regions from an evolutionary perspective. CHESHIRE, P.C., and MAGRINI, S. (1999). Evidence on the impact of territorially competitive policy and the role of transactions costs in conditioning collective (in) action . CREWE, L., and BEAVERSTOCK, J. (1998). Fashioning the City: Cultures of consumption in contemporary urban spaces . McCANN, J.E. (2002). The cultural politics of local economic development: meaning-making place-making, and the urban policy process.