Implementation of a City Marketing Strategy
GRIN Verlag, Jul 29, 2007 - 68 pages
Master's Thesis from the year 2006 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,3, University of Applied Sciences Giessen, course: International Marketing, 52 entries in the bibliography, language: English, abstract: From polis to metropolis, from ancient settlements to the urban so-ciety: The situation of German cities undergoes deep changes. An increasing pressure on their fundaments influences the cities in their structures. Caused by factors like globalization, political amend-ment, shifts in the society etc., the city is loosing its basic functions. The times of being a central marketplace or a melting pot for the population are gone. Today's society is more critical, demanding and mobile. When a city does not meet the expectations of its citi-zens and customer they will probably look for another place to sat-isfy their needs. Even the industries lay a claim on their business location. If their demand for infrastructure, low taxes, well trained employees etc. does not meet the requirements, they will probably relocate. The competition between business locations and market-places increases. Furthermore, this accelerating competition hits the cities in times of low financial resources and declining receipts. The public admini-stration has to consider new concepts and different ways to meet the competition.
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According to Ebert analysis angewandten Marketing Aufgabenfeld des Städte-und Bad Ems Business Marketing citizens City Management City Marketing According City Marketing concept City Marketing process City Marketing strategy competition complexity concept of marketing coordination deals Deutsche Zeitschrift differentiation Diskussion downtown areas Downtown Marketing Duisburg Erfolgsfaktoren des Stadtmarketing Erfurter Hefte Figure Frankfurt am Main für Kommunales Manage Gedanken zu Problemzonen German cities global Hans-Otto Hefte zum angewandten identified Identität als Aufgabenfeld Identitätsorientiertes Stadtmarketing ILS-Schriften Ingrid Zerres inner cities International Business Review keting Koch Kommunales Manage Konzepte und Beispiele Kooperatives Stadtmarketing Marketing Mix Mauer measures ment Norbert Dress objective of City orientation overall concept participants pedestrian zones Praxishandbuch für Kommunales private sector Problemzonen und Problemlösungen public administration Räumliche Identität retail sector role Saarbrücken 2006 Schenk Stadt Städte-und Regionenmarketing Städtetag Stadtmarketing und Citymanagement Stuttgart 2000 Suburbanization SWOT Analysis target groups Tino Urban Development Urban Planning Werthmöller Zeitschrift für Kommunalwissenschaften