文章基本信息

标题：THE ROLE OF URBAN MARKETING IN THE LOCAL ECONOMIC DEVELOPMENT
本地全文：下载
作者：Gabriela Cecilia STĂNCIULESCU
期刊名称：Theoretical and Empirical Researches in Urban Management
印刷版ISSN：2065-3913
电子版ISSN：2065-3921
出版年度：2009
卷号：4
期号：01
页码：114-135
出版社：Research Centre in Public Administration and Public Services, Academy of Economic Studies
摘要：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.
关键词：city development ; urban strategy ; city image ; city identity