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.
Table of Contents
1 Introduction
1.1 Problem Definition
1.2 Procedure and structure of the thesis
2 Fundamentals of research
2.1 Concept of Marketing
2.2 City Marketing
2.2.1 Definition and origin of City Marketing
2.2.1.1 City Marketing vs. Urban Development and differentiation to other measures by local authorities
2.2.2 Reasons for implementing City Marketing
2.2.2.1 Political change and competition on the global level
2.2.2.2 Political change and economical situation inside Germany
2.2.2.3 Problems of the retail sector
2.2.2.4 Structural problems of the cities
2.2.2.5 Competition between cities
2.3 The City Marketing Process
2.3.1 Tasks, measures and objectives of City Marketing
2.3.2 Target groups of City Marketing
2.3.3 Participants of the City Marking process
2.3.4 Implementation of a City Marketing Concept
2.3.4.1 Situation Analysis
2.3.4.2 Definition of Objectives
2.3.4.3 Strategies and Measures
2.3.4.4 Implementation and Controlling
2.4 Problems and limitations of the City Marketing concept
Research Objectives and Themes
This master thesis examines the transfer of business marketing principles to the management of urban spaces, specifically addressing the growing need for city marketing as a response to global competition, structural changes, and the decline of traditional inner-city functions.
- The theoretical foundation and definitions of City Marketing.
- Differentiation between City Marketing and traditional Urban Development/Planning.
- Identification of relevant target groups and participants in the city marketing process.
- Examination of the City Marketing process phases, including analysis, objective setting, and controlling.
- Challenges and limitations inherent in implementing city marketing strategies in German municipalities.
Excerpt from the Publication
1.1 Problem Definition
The pressure on cities leads to a demand for effective new concepts to face the latest challenges. In the late eighties, City Marketing was introduced as a new model in addition to Urban Development and Urban Planning. Therefore, the concepts of Business Marketing were transferred to a city. Soon City Marketing became fashionable. Today the requirements and basics of City Marketing are widely discussed in the scientific literature. Nevertheless, many cities claim to use the City Marketing concepts while simply executing advertising campaigns. Some cities are just re-labelling their existing Urban Development strategies. But City Marketing is more complex. It is an ongoing process which incorporates a variety of objectives and measures. But before City Marketing can be implemented successfully, several factors have to be considered. The situation of the city has to be analysed accurately before any marketing measure can be executed. Based on the analysis, the continuous process of City Marketing can be started. An important objective of City Marketing is to create an overall concept and a vision for the city to reach a USP. Overall objective of City Marketing is to ensure the attractiveness of the city to satisfy its target groups, to attract potential customers and therefore to stay competitive. Nevertheless, most cities don not use a reference framework to implement their strategy, nor do they develop an overall concept. This is caused by the variety of definitions and interpretations of the term City Marketing.
Summary of Chapters
1 Introduction: Provides an overview of the structural changes facing German cities and introduces City Marketing as a response to these challenges.
2 Fundamentals of research: Explores the concept of marketing, defines City Marketing in contrast to Urban Development, and details the process, participants, and common problems associated with implementation.
Keywords
City Marketing, Urban Development, Marketing Mix, Public Private Partnership, Strategic Planning, City Management, Retail Sector, Suburbanization, Place-Marketing, Competitiveness, Situation Analysis, Target Groups, Implementation, Controlling, Urban Planning.
Frequently Asked Questions
What is the core subject of this thesis?
The thesis investigates the concept of City Marketing, specifically the transfer of managerial marketing techniques to urban environments to improve the competitiveness and attractiveness of cities.
What are the central themes of the work?
Key themes include the evolution of city marketing, the distinction between city marketing and urban planning, the identification of stakeholders, and the strategic implementation phases within municipal administration.
What is the primary objective of this research?
The objective is to provide a detailed, scientific discussion of the general concept of City Marketing, identifying its origin, stakeholders, process phases, and potential pitfalls in practice.
Which scientific methodology is applied?
The work utilizes a literature-based theoretical approach, analyzing existing scientific research, definitions, and case-related frameworks from German and international marketing literature to evaluate city marketing practices.
What is covered in the main body of the text?
The main body covers the definitions of marketing, the detailed differentiation between city marketing and urban development, the stages of the city marketing process, and the specific role of participants in public-private partnerships.
Which keywords best characterize this publication?
Keywords include City Marketing, Urban Development, Public Private Partnership, Strategic Planning, City Management, and Competitiveness.
How does the author define the relationship between Urban Development and City Marketing?
The author views City Marketing as an innovation and an extension of urban development, where the latter is technically oriented, while the former integrates a communication and strategy-based approach involving various stakeholders.
Why is "Controlling" considered essential in the City Marketing process?
Controlling is identified as a critical instrument for monitoring the success of measures, adjusting strategies to changing conditions, and ensuring that the long-term objectives are met, though the author notes it is still underutilized by many practitioners.
- Quote paper
- Oliver Tross (Author), 2006, Implementation of a city marketing strategy, Munich, GRIN Verlag, https://www.grin.com/document/61416
