publication . Doctoral thesis . 2008

City Marketing: Towards an Integrated Approach

Braun, Erik;
Open Access English
  • Published: 30 Oct 2008
  • Country: Netherlands
textabstractThis PhD thesis deals with city marketing: cities making use of marketing ideas, concepts and tools. Marketing has proved its value in the business environment, but what about applying marketing in the context of cities? How can cities make effective use of the potential of marketing? The first contribution of this study is the development of a clear concept of city marketing that is based on a customer-oriented perspective, acknowledges the important of perceptions of places in the decision making process of the city’s customers and that delineates urban products. The analysis results in a framework for city marketing management that distinguishes b...
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free text keywords: city marketing, economic geography, image management, place branding, place marketing, public management, regional economics, urban development, urban economics, urban governance, urban management
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Doctoral thesis . 2008
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