THEORETICAL BASES FOR CITY MARKETING
Institutional and Investment Problems of Economic Development
Abstract
The paper studies the essence of city marketing. The approaches existent in the literature concerning the content of the given concept are analyzed. The role of branding in city marketing is defined.
Keywords
city marketing, marketing-mix, branding, competitive advantages
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References
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2. Ashworth G.J. Marketing of places : What are we doing? / G.J. Ashworth // Marketing Urbano International Conference. — Torino, 1994. — P. 643—649.
3. Balrner J.M.T. Corporate identity and the advent of corporate marketing / J.M.T. Balrner // Journal of Marketing Management. — 1998. — Vol. 14, No. 8. — P. 963—996.
4. Borchert J.G. Urban marketing : A review / J.G. Borchert // Managing and Marketing of Urban Development and Urban Life. — Berlin : Reimer Verlag, 1994. — P. 415—442.
5. Ashworth G.J. Selling the city: marketing approaches in public sector urban planning / G.J. Ashworth, H. Vbogd. — London : Belhaven, 1990 — 178 p.
6. Hubbard P The Entrepreneurial City : Geographies of Politics, Regimes and Representations / P. Hubbard, T. Hall. — Chichester : John Wiley & Sons, 1998. — 376 p.
7. Paddison R. CityMarkèting, Image Reconstruction, and Urban Regeneration / R. Paddison // Urban Studies. — Harlow, UK : Longman, 1993. — Vol 30, No. 2. — P. 339—350.
8. Berg L. van den Marketing Metropolitan Regions / L. van den Berg, L.H. Klaassen, J. van der Meer. — Rotterdam : European Institute for Comparative Urban Research, 1990. — 49 p.
9. Griffiths R. Making sameness: place marketing and the new urban entrepreneurialism, in : N. Oatley (Ed) / R. Griffiths // Cities, Economic Competition and Urban Policy. — London : Paul Chapman Publishing, 1998. — P. 41—57.
10. Balrner J.M.T. Corporate marketing : Integrating corporate identity, corporate branding, corporate communications, corporate image and corporate reputation / J.M.T. Balrner, S.A. Greyser // European Journal of Marketing. — 2006. — Yol. 40, No 7/8. — P. 730—741.
11. American Marketing Association, 2008 [Електронний ресурс] l American Marketing Association. — Режим доступу : http://www.marketingpower.com
12. Кобиляцький О.П. Актуальність використання маркетингу території [Електронний ресурс] / О.П. Кобиляцький // Ефективна економіка. — 2011. — № 12. — Режим доступу : http://www.economy.nayka.com.ua
13. Zhang L. City branding and the Olympic effect: A case study of Beijing / L. Zhang, S. Zhao // Cities, Pergamon: Great Britain, — 2009. — No. 26. — P.245—254.
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Published
2012-09-24
Section
articles
