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.
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Problem Definition
- Procedure and structure of the thesis
- Fundamentals of research
- Concept of Marketing
- City Marketing
- Definition and origin of City Marketing
- Reasons for implementing City Marketing
- Political change and competition on the global level
- Political change and economical situation inside Germany
- Problems of the retail sector
- Structural problems of the cities
- Competition between cities
- The City Marketing Process
- Tasks, measures and objectives of City Marketing
- Target groups of City Marketing
- Participants of the City Marking process
- Implementation of a City Marketing Concept
- Situation Analysis
- Definition of Objectives
- Strategies and Measures
- Implementation and Controlling
- Problems and limitations of the City Marketing concept
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This thesis aims to analyze the implementation of a city marketing strategy. It explores the fundamental concepts of marketing and city marketing, examining the reasons behind its implementation and the processes involved. The study investigates the challenges and limitations associated with city marketing strategies.
- Concept of Marketing and its application to cities.
- The definition, origin, and evolution of City Marketing.
- The process of implementing a City Marketing concept, including situation analysis, objective definition, strategy development, and implementation/controlling.
- Challenges and limitations inherent in city marketing strategies.
- The various stakeholders and target groups involved in City Marketing initiatives.
Zusammenfassung der Kapitel (Chapter Summaries)
Introduction: This chapter lays the groundwork for the thesis by defining the problem of implementing city marketing strategies and outlining the structure and methodology of the research. It establishes the context and scope of the study, highlighting the key questions that will be addressed.
Fundamentals of research: This chapter delves into the core concepts of marketing and their application within the context of city marketing. It explores the definition and origin of city marketing, distinguishing it from urban development and other municipal initiatives. A detailed analysis of the reasons behind implementing city marketing strategies is presented, covering factors like globalization, economic changes, retail sector challenges, urban structural issues, and inter-city competition. The chapter concludes by outlining the city marketing process, its essential elements, and potential shortcomings.
Schlüsselwörter (Keywords)
City Marketing, Marketing Strategy, Urban Development, Market Analysis, Target Groups, Implementation, Challenges, Limitations, Competitive Analysis, Stakeholder Management.
Frequently Asked Questions: Comprehensive Language Preview
What is the main topic of this thesis?
This thesis analyzes the implementation of city marketing strategies. It examines the core concepts of marketing and city marketing, exploring the reasons for its implementation and the processes involved. The study also investigates the challenges and limitations associated with these strategies.
What are the key themes explored in the thesis?
Key themes include the concept of marketing and its application to cities; the definition, origin, and evolution of City Marketing; the process of implementing a City Marketing concept (including situation analysis, objective definition, strategy development, and implementation/controlling); challenges and limitations inherent in city marketing strategies; and the various stakeholders and target groups involved in City Marketing initiatives.
What does the thesis cover in its introduction?
The introduction defines the problem of implementing city marketing strategies and outlines the structure and methodology of the research. It establishes the context and scope of the study, highlighting the key questions that will be addressed.
What are the fundamentals of research discussed in the thesis?
This section delves into core marketing concepts and their application to city marketing. It explores the definition and origin of city marketing, differentiating it from urban development and other municipal initiatives. A detailed analysis of the reasons for implementing city marketing strategies is provided, covering factors like globalization, economic changes, retail sector challenges, urban structural issues, and inter-city competition. The city marketing process, its essential elements, and potential shortcomings are also outlined.
What is the structure of the thesis?
The thesis is structured with an introduction, a section on fundamentals of research, and likely further chapters detailing the specific aspects of city marketing implementation and analysis based on the table of contents. The table of contents includes a detailed breakdown of topics such as the definition and origin of city marketing, the city marketing process, its target groups and participants, and the challenges and limitations of the concept.
What are the key words associated with this thesis?
Key words include: City Marketing, Marketing Strategy, Urban Development, Market Analysis, Target Groups, Implementation, Challenges, Limitations, Competitive Analysis, and Stakeholder Management.
What is the objective of this thesis?
The thesis aims to provide a comprehensive analysis of city marketing strategy implementation, examining its foundational concepts, processes, challenges, and limitations.
Who are the target groups involved in city marketing?
The thesis will explore the various target groups involved in city marketing initiatives, a crucial aspect for successful strategy implementation.
What are the challenges and limitations of city marketing?
The thesis analyzes the inherent challenges and limitations associated with city marketing strategies, offering valuable insights into potential obstacles and constraints.
What is the process of implementing a city marketing concept?
The process includes situation analysis, definition of objectives, development of strategies and measures, and finally, implementation and controlling.
- Quote paper
- Oliver Tross (Author), 2006, Implementation of a city marketing strategy, Munich, GRIN Verlag, https://www.grin.com/document/61416
