|- State of the Art of City Marketing in European Cities 1737 kb|
|by ANNALISA Giampino, GIAMPINO | Gildo.Seisdedos@ie.edu |
|In the summer of 2005, city members of Eurocities' Development Forum filled in a questionnaire on city marketing that was completed by 28 european cities from 12 different countries.|
This paper contains a synopsis of the responses of these cities.
|Marketing for cities is a strong trend on urban agendas because of increasing territorial competition. At the same time, city marketing remains a nebulous discipline as there is a broad range of approaches and not much feed back to understand its real impact.|
Where are city marketing actions in the municipal organigram? What king of organisational structures are supporting these new issue? What's its importance in terms of investment? Is there a common pattern in the definition of key indicators performance? What audience are city marketing initiatives targeting? What's the toolkit cities are using to get a positioning in the global arena?
Thois papers puts some light on this issue as contains a sypnosisi of 28 european cities' response as well as a general overview of the pace and direction of marketing in cities.
|city marketing; place promotion; place branding|