Academic literature on the topic 'Urban marketing strategy'
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Journal articles on the topic "Urban marketing strategy"
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POPESCU, Ruxandra Irina, and Laura MINA-RAIU. "Promoting Cities: Measures to Improve Urban Marketing Strategy." MANAGEMENT AND ECONOMICS REVIEW 4, no. 1 (June 15, 2019): 57–68. http://dx.doi.org/10.24818/mer/2019.06-05.
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Muñiz Martínez, Norberto, and Miguel Cervantes Blanco. "Marketing de ciudades y "Place Branding"." Pecvnia : Revista de la Facultad de Ciencias Económicas y Empresariales, Universidad de León, no. 2010 (December 1, 2010): 123. http://dx.doi.org/10.18002/pec.v0i2010.767.
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En esta investigación se analiza el marketing de ciudades en el marco de las marcas territoriales o place branding. Se estudia el concepto de la identidad como referencia de partida a partir del cual desarrollar una estrategia de comercialización urbana, la cual se concibe dentro de un enfoque más amplio de dirección estratégica, y que engloba la transformación física con el urbanismo, las infraestructuras y los aspectos sociales. Este proceso estratégico finaliza con la creación de una comunicación urbana a través de elementos como lemas y logotipos. Se estudia la evolución general del énfasis en los aspectos urbanos clave, desde las infraestructuras y los aspectos industriales a los valores y la creatividad. Asimismo, también se exploran los aspectos derivados de las simbologías urbanas, la formación de redes de ciudades temáticas y redes de notoriedad cultural.<br /><br />This paper analyse the emerging concepts of city marketing and place branding. The concept of identity is studied as a starting reference from which to develop an urban marketing strategy, which is conceived within a context broader strategic management approach, and encompasses a physical regeneration or urbanization transformation, and infrastructure and social aspects. This strategic process ends with creating an urban communication through elements such as slogans and logos. We study the general evolution emphasis on key urban issues, from infrastructure and industrial aspects towards values and creativity. In addition, issues arising from the urban symbolism are also explored, as well as the development of urban networks, and thematic networks of cultural visibility.
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Muñiz Martínez, Norberto, and Miguel Cervantes Blanco. "Marketing de ciudades y "Place Branding"." Pecvnia : Revista de la Facultad de Ciencias Económicas y Empresariales, Universidad de León, Monogr (December 1, 2010): 123. http://dx.doi.org/10.18002/pec.v0imonogr.767.
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En esta investigación se analiza el marketing de ciudades en el marco de las marcas territoriales o place branding. Se estudia el concepto de la identidad como referencia de partida a partir del cual desarrollar una estrategia de comercialización urbana, la cual se concibe dentro de un enfoque más amplio de dirección estratégica, y que engloba la transformación física con el urbanismo, las infraestructuras y los aspectos sociales. Este proceso estratégico finaliza con la creación de una comunicación urbana a través de elementos como lemas y logotipos. Se estudia la evolución general del énfasis en los aspectos urbanos clave, desde las infraestructuras y los aspectos industriales a los valores y la creatividad. Asimismo, también se exploran los aspectos derivados de las simbologías urbanas, la formación de redes de ciudades temáticas y redes de notoriedad cultural.<br /><br />This paper analyse the emerging concepts of city marketing and place branding. The concept of identity is studied as a starting reference from which to develop an urban marketing strategy, which is conceived within a context broader strategic management approach, and encompasses a physical regeneration or urbanization transformation, and infrastructure and social aspects. This strategic process ends with creating an urban communication through elements such as slogans and logos. We study the general evolution emphasis on key urban issues, from infrastructure and industrial aspects towards values and creativity. In addition, issues arising from the urban symbolism are also explored, as well as the development of urban networks, and thematic networks of cultural visibility.
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Gao, Ai Qing, Li Juan Tian, and Yang Liu. "Tangshan City Marketing Strategy Research Based on Low-Carbon Economy." Advanced Materials Research 734-737 (August 2013): 2078–81. http://dx.doi.org/10.4028/www.scientific.net/amr.734-737.2078.
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Tangshan is not only a strong economic city but also a high energy consumption city in Hebei province. Although Tangshan GDP occupies 1/5 of the provincial total, the energy consumption accounts for 1/3 of the provincial total. Facing the challenge of the low carbon economy, urban environmental problem has already become the bottleneck of future development in Tangshan, which directly influences the competition ability of this city. This paper expounded the general situation of Tangshan, and analyzed the influences of its economic development on urban environment. From strengthening low carbon awareness, planning urban construction with low carbon concept, and developing low carbon industry clusters, constructs Tangshan city marketing strategy system, thus promote Urban Competitiveness of Tangshan City.
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周, 兆晴. "The Marketing Strategy of Urban Transformation——An Interpretation of the Guangzhou Asian Games Marketing." Modern Marketing 01, no. 01 (2011): 1–6. http://dx.doi.org/10.12677/mom.2011.11001.
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Campos, Ricardo, and Leda Barbio. "Public Strategies for the Promotion of Urban Art: The Lisbon Metropolitan Area Case." City & Community 20, no. 2 (April 6, 2021): 121–40. http://dx.doi.org/10.1177/1535684121992350.
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Urban art has emerged as a new feature of cities in recent decades. Its wide success as a fresh, youthful, and cosmopolitan artistic movement has elicited the attention of urban planners, who increasingly use it in their strategies for urban development. This artistic expression has been understood as a resource to be used in urban and cultural policymaking, especially when it comes to urban reassessment and marketing. This dynamic is embedded in a paradigm where the arts and culture are increasingly understood as resources for urban development and city marketing. In this article, we draw on qualitative empirical material (interviews, official documents, press releases, websites) from an ongoing research project in the context of the Lisbon Metropolitan Area. One of the aims of this project is to analyze the link between local authorities and urban art aiming at understanding existing representations and the kinds of strategies that were put in place for its management. We conclude that largely local authorities use urban art to achieve three main strategic goals: the strategy of “landscape construction and urban reassessment,” the strategy of “refashioning the city image/city branding,” and the strategy of “social promotion of stigmatized territories and communities.”
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Smyrnov, Igor Georgiyovych. "URBAN TOURISM LOGISTICS IN CONDITIONS OF "OVERTOURISM"." GEOGRAPHY AND TOURISM, no. 48 (2019): 13–32. http://dx.doi.org/10.17721/2308-135x.2019.48.13-32.
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The purpose To reveal the essence of the phenomenon of "overtourism" and its manifestations in the logistics of urban tourism. The methodology is based on the use of a basic logistic model of sustainable development of tourism and its varieties: principal, wide-spread and strategic. The conceptual bases of the logistic strategy of sustainable development of urban tourism in the conditions of " overtourism " are worked out, in particular the concept of tourist decentralization, the concept of reversible logistics, the concept of the impact of marketing on logistics and the concept of increasing requirements to the safety of tourists. Scientific novelty for the first time considered the application of logistics of urban tourism in the conditions of "overtourism" and worked out the conceptual foundations of the corresponding logistic strategy. Results 1. The basic logistic model of sustainable tourism development and its varieties and strategies of sustainable tourism has been developed. 2.The logistic strategy of sustainable tourism development under the conditions of "overtourism" and its conceptual bases in the form of the concept of tourist decentralization, the concept of reverse logistics, the concept of the impact of marketing on logistics, and the concept of increasing the requirements for security problems of tourism have been worked out. Practical significance. The above-mentioned theoretical positions were checked on the example of the problems of tourism development in Ukrainian cities like Kyiv and Lviv, and relevant recommendations were developed and proposed
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Jean, Kisu and 이창노. "A study of the strategy for urban image formation through place marketing." Journal of Digital Design 11, no. 1 (January 2011): 535–47. http://dx.doi.org/10.17280/jdd.2011.11.1.051.
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Lukyanova, Natalia, and Aleksandr Stremousov. "Development of a territorial tourism product using a marketing and analytical approach." E3S Web of Conferences 208 (2020): 08026. http://dx.doi.org/10.1051/e3sconf/202020808026.
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The article describes the author’s method of forming the concept of a territorial tourist product within the framework of a marketing and analytical approach. The methodology is based on marketing research, the use of statistical analysis to objectively substantiate the proposed investment decisions in the field of tourism infrastructure and the management of strategic development of the territories, as well as on the construction of a marketing multi-attribute model of a territorial tourism product. The proposed methodology is implemented in the municipal unit of the Kaliningrad region within the framework of the investment “Strategy for the socio-economic development of “Ladushkinsky urban district” municipal unit for 2020-2030”. The article presents the results of marketing and analytical research, on the basis of which the concept of the territorial tourist product of the Ladushkinsky urban district was developed, which implements its portfolio of the investment projects, as well as its marketing complex according to the “4P” model.
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Anderson, Reynolds, Matthew Sheffield, Joie C. Smith, Charles M. Carson, and Clifton C. Eason. "Pepper Place Farmers’ Market and the Need for Research and Strategy." Entrepreneurship Education and Pedagogy 2, no. 4 (May 13, 2019): 363–67. http://dx.doi.org/10.1177/2515127419839687.
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Pepper Place Market, a farmers’ market created in 1999 in Birmingham, Alabama, was designed as the centerpiece and foundation to support the long-term urban revitalization plan in Birmingham’s historic Lakeview District. Cathy Jones, the founder and inspiration behind the market, began the market on land owned by her family’s real estate company, Sloss Real Estate. The Pepper Place Market initially operated solely on cash flow received from farmers and artisans. In 2011, the market began soliciting sponsorships. The market’s leadership wanted to expand the market but struggled with negative net income. The organization had no unified marketing strategy or marketing plan. The limited promotion in which Pepper Place Market engaged was inconsistent and lacked a clear, strong messaging. Realizing the market needed to do more, Jones believed conducting marketing research and creating a strategic marketing plan should be their next steps.
Dissertations / Theses on the topic "Urban marketing strategy"
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Vila, Vázquez José Ignacio. "Les flagship projects et leur impact territorial dans les villes européennes : analyse comparative de quatre cas à Paris, Santiago de Compostela, Porto et Oslo." Thesis, Paris 1, 2016. http://www.theses.fr/2016PA01H025.
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Depuis les années 1990 et dans un contexte de forte concurrence interurbaine à l'échelle planétaire, il apparait une tendance à promouvoir la réalisation de grands projets culturels comme stratégie de marketing territorial dans plusieurs villes européennes. Cette recherche s'intéresse aux flagship projects, des grands équipements culturels qui ont été conçus a priori pour catalyser un processus de développement ou de régénération urbaine. Cette recherche vise à évaluer l'impact territorial de ces projets dans des villes appartenant à des rangs différents au sein du système de villes européen et dans des contextes territoriaux différents. L'hypothèse c'est que les flagship projects entraînent la transformation de l'imaginaire, le déclenchement et/ou le renforcement du processus de rénovation et de réhabilitation urbaine, l'accélération de la gentrification et l'attraction d'entreprises transnationales. La diffusion verticale par imitation au sein de la hiérarchie urbaine de ce type d'initiatives à caractère monumental fragilise leur prétendue unicité en les banalisant et en mettant en question leur viabilité. Une démarche comparative est développée afin d'analyser les études de cas de la Bibliothèque F. Mitterrand à Paris, la Cidade da Cultma de Galicia à Santiago de Compostela, la Casa da Mùsica à Porto et l'Operahuset à Oslo. Les résultats montrent la variation de l'impact territorial en fonction de leur intégration dans des projets urbains plus larges et de l'engagement de la population dans les activités de ces équipements culturels. Des alternatives urbanistiques et stratégiques proposées pour ces projets restent des objets de discussion pour les études urbainesIn a context of interurban competence at the world level, there is a trend in European cities, since the 90's of promoting building large cultural projects as an urban marketing strategy. In this context, this study focuses on the analysis of flagship projects, i.e. large cultural facilities that have been conceived a priori to be the catalysers of urban (re)development and/or regeneration. This research seeks to evaluate the territorial impact of these projects at different levels of the European city-system and in different territorial contexts. The hypothesis is that flagship projects lead to transformations on imaginary, urban renewal and/or rehabilitation processes, gentrification acceleration and attraction of transnational companies. Diffusion of these type of monumental initiatives at the different levels of urban hierarchy implies a paradox due to the sought uniqueness of these projects and their banalization due to imitation, generating doubts about the viability of these initiatives. A comparative approach is applied for studying the cases of France National Library - Mitterrand in Paris, Galicia, Cidade da Cuttura in Santiago de Compostela, Casa da Mùsica in Oporto and Operahuset in Oslo. Results show that variations in the impact of these projects depend on their integration in larger urban projects and users engagement in the activities that these facilities offer. Urban planning alternatives and strategies proposed by these projects are still a discussion subject in Urban studies, so it is the continuity of these types of projects after the world economic crisis
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Buitkutė, Agnė. "LEADER programos įgyvendinimas Radviliškio rajone." Bachelor's thesis, Lithuanian Academic Libraries Network (LABT), 2014. http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2014~D_20140716_090214-81251.
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Bakalauro baigiamajame darbe analizuojamas Leader programos įgyvendinimas Radviliškio rajone. Pirmoje bakalauro baigiamojo darbo dalyje nagrinėjami kaimo plėtros įgyvendinimo aspektai, pasitelkiant Lietuvos ir užsienio autorių įžvalgas atskleista kaimo plėtros samprata bei raida. Atskleista Leader metodo samprata, apžvelgti metodo principai, įgyvendinimo etapai. Taip pat šioje dalyje išanalizuotas Leader programų įgyvendinimas Lietuvoje. Empirinėje bakalauro baigiamojo darbo dalyje atliekama Leader programos įgyvendinimo Radviliškio rajone situacijos analizė, analizuojama vietos plėtros strategija bei jos įgyvendinimas. Taip pat atliekamas VVG veiklos vertinimas procesų aspektu. Kokybinių duomenų rinkimo metodas – formalizuotas interviu su informantais (vietos veiklos grupės atstovais, seniūnijų seniūnais ir bendruomenės pirmininkais) ir su ekspertu (Šiaulių univeriteto socialinių mokslų fakulteto dėstytoju, Kaimo plėtros tyrimų centro direktoriumi). Remiantis teorinėje dalyje aprašytais Leader metodo principais, sukonstruotas tyrimo instrumentas – interviu klausimynas. Jo pagalba apibrėžiamos Leader programos įgyvendinimo Radviliškio rajone tobulinimo galimybės, vietos plėtros strategijos įgyvendinimo problemos, jų priežastys, nustatytos strategijų tobulinimo galimybės. Atlikta Leader principų bei neurbanizuotų vietovių funkcijų įgyvendinimo Radviliškio rajone analizė, bei stiprybių ir galimybių analizė.There is analyzed realization of Leader programme in Radviliškis area in this Bachelor’s thesis. There are analyzed aspects of realization of rural development in the first part of Bachelor’s thesis. Also, through some insights of Lithuanian and foreign authors and opinion, conception and evolution of rural development is revealed. The conception of Leader method is revealed, principles of this method and stages of implementation are reviewed. Moreover, the Leader programme realization in Lithuania is analyzed in this part of Bachelor’s thesis. In empirical part of this Bachelor’s thesis the situational analysis of Leader programmes’ realization in Radviliškis area is performed, local development strategy and its implementation are analyzed. Moreover, local activity groups performance is evaluated by aspects of processes. The method of qualitative data collection – formalized interview with informants (representatives of local activity group, elders of parish and councils of communities) and with an expert (Šiauliai university Social Sciences Faculty, Rural Development Research Center Director). The survey instrument – interview questionnaire – was designed basing on principles of LEADER method in theoretical part of Bachelor’s thesis. The opportunities for improvement of Leader programme realization, the realization problems and their causes of local development strategy in Radviliškis area are defined, the opportunities for strategies improvement are set. The analysis of... [to full text]
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Pasquotto, Geise Brizotti. "O edifício cultural como estratégia de intervenção urbana. A Cidade das Artes na Barra da Tijuca, Rio de Janeiro." Universidade de São Paulo, 2016. http://www.teses.usp.br/teses/disponiveis/16/16139/tde-01092016-173943/.
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O marketing urbano e o planejamento estratégico vem sendo utilizados em uma dinâmica onde a produção, consumo e lucro são os aspectos esperados como resultado das ações do poder público. A promoção urbana recria novas imagens para serem vendidas no mercado global, ao mesmo tempo em que promove rearranjos espaciais para readequá-las às novas necessidades locais. O emprego da cultura como ferramenta do planejamento estratégico e marketing urbano, utiliza-se de edifícios culturais ícones para alavancar processos de promoção e renovação urbana em diversos lugares do mundo. Esta tese analisa a construção do complexo cultural Cidade da Música/Artes no Rio de Janeiro, baseando-se na hipótese de que, embora tal inserção siga ditames do planejamento estratégico e da promoção urbana, ela não resultou em transformações significativas para a região, não atingindo os objetivos preconizados por este modelo de planejamento.The urban marketing and strategic planning have been used in a dynamic which the production consumption and profit are expected aspects in result of the actions of public power. The urban promotion re-creates new images to be sold in the global market, while promote spatial rearrangements in order to adjust them to the new local needs. The use of culture as a tool of strategic planning and urban marketing, using cultural icons buildings to leverage urban promotion and renew processes in different parts of the world. This thesis analyse the construction of Cidade da Música/Artes cultural complex in Rio de Janeiro, based on the hypothesis that although such insertion follows strategic dictates of urban promotion, it did not result in substantial transformations to the region and did not reach recommended targets for this model planning.
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Svobodová, Hana. "Analýza a návrh marketingové strategie společnosti Cegelec." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-112706.
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This master's thesis focuses on analysis and design of the marketing strategy for the company Cegelec a.s., which is a manufacturer of equipment for urban transport vehicles. First part outlines the fundamental principles of the Business-to-Business market and examines the distinguishing characteristics of marketing strategy for this market. Second parts introduces the company Cegelec a.s., provides detailed description of the urban transport vehicles manufacturing market and analyzes the strategy of the company from the marketing point of view. In addition, the thesis incorporates proposal of changes in some components of the company's marketing strategy.
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Rieffly, Barbara. "Gli eventi off diffusi sul territorio delle città metropolitane europee : tra strategie di branding urbano e identità locale." Thesis, Aix-Marseille, 2015. http://www.theses.fr/2015AIXM3138.
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L'objectif de la thèse est d'analyser le phénomène des événements off, événements urbains alternatifs et indépendants, qui naissent «du bas» à partir des initiatives qui rejettent le système institutionnalisé. Dans la première partie, nous proposons une reconstruction du débat sur les événements urbains contemporains : les principales classifications sont identifiées ; les trois débats dominants sont présentés et le concept de la ville événement est remis en cause. Dans la deuxième partie, nous analysons trois études de cas différents : Marseille 2013 Off (Marseille), Fuorisalone (Milan) et Paratissima (Turin). Au début, ils sont décrits dans leurs éléments constitutifs pour voir le degré «off» de ces événements (naissance et histoire de l'événement ; budget ; partenaires et projet de gouvernance ; acteurs locaux impliqués et relation avec l'événement officiel) ; puis ils sont analysés dans le contexte urbain dans lequel ils sont insérer, pour voir dans quelle mesure les événements off parviennent à être des événements urbains qui font l'identité locale. Les Conclusions, à partir d'une vue d'ensemble des trois études de cas, nous permettent d'analyser les trois événements off dans une perspective comparative qui décrit les caractéristiques communes et les différences qui existent entre eux. Cette analyse nous permet de saisir les configurations des événements off en fonction de leur caractère alternatif et de leurs effets sur les entreprises de « branding » urbain. Enfin, on verra comment, parmi les spécificités de chaque étude de cas examinés, ces mécanismes sont mis en cause par la production d’une image alternative à celle représentée par l'événement officielThe aim of the thesis was to analyze the phenomenon of so-called fringe events, alternative and independent urban events, which arise from bottom-up initiatives that reject the institutionalized system. The first part is dedicated to a reconstruction of the debate on contemporary urban events by identifying the main classifications, the three dominant debates and by discussing the concept of an event city. The second part analyses three different case studies: Marseille 2013 Off (city of Marseille, France), Fuorisalone (city of Milan, Italy) and Paratissima (city of Turin, Italy). At first they are described in their constituent elements (the birth and the history of the event, the budget, the partners and the project governance, the local stakeholders and the relationship with the official event) to see how much those events can be considered "fringe". While later they are analyzed within their urban context to see how far fringe events manage to be urban events that make local identity. The conclusions of the work offer an overview of the three case studies that allow us to analyze the three fringe events in a comparative perspective that describes the common features and differences between them. This analysis allows us to grasp the fringe events configurations based on their alternative nature and their effects on attempts of urban branding. Finally, we will see how from the specifics of each case study examined, these mechanisms are involved in the production of an alternative image to that produced by the official event
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Chirino, Gomez Joël. "La déterritorialisation du projet urbain : le cas des musées Guggenheim." Thesis, Paris 10, 2015. http://www.theses.fr/2015PA100024.
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Le début du XXIe siècle est marqué par une transformation constante qui façonne le monde à travers les dynamiques générées par la globalisation. Celles-ci ont progressivement transformé la configuration économique, politique, sociale et culturelle des villes à l’échelle mondiale et dans quasiment toutes les activités humaines et disciplines comme l’urbanisme. Ainsi les villes cherchent à garder ou à trouver un positionnement stratégique sur la scène internationale, souvent à partir d’une planification stratégique. Au sein des nouvelles démarches « stratégiques » est né le projet urbain dit « déterritorialisé », sous la forme d’une formule transposable. La thèse s’intéresse à la déterritorialisation du projet culturel et en particulier à celle des musées Guggenheim.Les projets « déterritorialisés » sont définis par des grands développeurs internationaux qui les transposent dans différentes villes, de manière à ce qu’elles puissent en tirer le maximum de bénéfices et vice-versa. Les effets attendus sont généralement d’ordre économique et d’image, ce qui séduit les responsables des villes, en quête de tels projets. Quelle est la nature de tel projet ? Quelles sont les conditions de leur déterritorialisation et de leur importation ?Sous une logique de reproductibilité universalisée le projet urbain est conçu selon un modèle de production en réseau. La mise en réseau de ce modèle nécessite l’échange des savoir-faire et des expertises conjuguées en transformant l’échelle d’intervention du projet. Alors quelle dialectique s’établit entre le global et le local, s’agit-il d’une échelle « glocale » ? Selon quels modes opératoires se fabrique donc le projet déterritorialisé ? Comment modifie-t-il la gouvernance urbaine ?Ce phénomène soulève plusieurs enjeux sur la nouvelle façon de concevoir les projets urbains. Pour répondre à cette question, nous analyserons le réseau Guggenheim dans 3 villes différentes : New York, Bilbao et GuadalajaraThe early twenty-first century goes though a fast-changing process that shapes the world through multiply dynamics generated by globalization. This context has transformed the economic, political, social and cultural configuration of cities worldwide and in virtually all human activities and disciplines such as urban planning. Nowadays, cities are trying to keep or enhance a strategic position on the international scene, by developing a strategic urban planning. A new "strategic" concept was born called "deterritorialized" urban project, in the form of a transposable formula worldwide. This thesis focuses on the deterritorialization of cultural projects and in particular those from the Guggenheim Foundation.The "deterritorialized" projects are defined by major international developers transposing them into different cities as strategies that produce benefits to the cities, and vice versa. This allows developers to increase their cross-border activities by exploiting the potential of the international market. What is the nature of such a project? What are the conditions required for their import?Globalization has led to a universalized reproduction of urban projects which are based on a model of networked production. The networking of this model requires the exchange of know-how and expertise combined in order to transfer the project to different cities. What dialectic is established between the global and the local scales? Is it a "glocal" scale? According to what procedures this project can be deterritorialized?This raises several questions on how to design new urban projects. How does it change urban governance? To answer this question, we propose to explore a symptomatic case of the Guggenheim’s network in three different cities: New York, Bilbao and Guadalajara
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Schofield, Peter. "Tourist destination images : : a cognitive-behavioural approach to the study of day trip tourism and the strategic marketing of Castlefield Urban Heritage Park." Thesis, University of Manchester, 1997. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.488101.
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Camargo, Paula de Oliveira. "As cidades, a cidade: política, arquitetura e cultura na cidade do Rio de Janeiro." reponame:Repositório Institucional do FGV, 2011. http://hdl.handle.net/10438/9306.
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A presente dissertação trata de verificar as interfaces entre projetos políticos e a formação das cidades, com foco na cidade do Rio de Janeiro durante as gestões do prefeito Cesar Maia de 2001 a 2004 e de 2005 a 2008. A consolidação do planejamento estratégico como ferramenta de gestão urbana é analisada, com foco nos planos estratégicos da cidade do Rio de Janeiro desenvolvidos ao longo da Era Cesar Maia: Rio Sempre Rio (1995/96) e As Cidades da Cidade (2004). A cidade de Bilbao, cuja recuperação é identificada com a implantação de uma filial do Museu Guggenheim, é estudada, revelando caminhos que outras cidades ao redor do mundo buscaram seguir. Finalmente, são analisados o contexto político e as implicações dos projetos para o Museu Guggenheim, no Porto, e para a Cidade da Música, na Barra da Tijuca, ambos no Rio de Janeiro. Estes casos foram selecionados por tratarem-se de projetos icônicos, que viriam a ser a representação construída da figura política que os orquestrou e que, cada qual à sua maneira, não tiveram o desfecho planejado.
This work presents an analysis of the interfaces between political projects and the forming of cities, focusing on the city of Rio de Janeiro during two of the periods in which Cesar Maia responded as mayor – 2001 to 2004 and 2005 to 2008. The consolidation of strategic planning as a tool for urban management is analysed, focusing on the strategic plans for the city of Rio de Janeiro developed during the Cesar Maia Era: Rio Sempre Rio (1995/96) and As Cidades da Cidade (2004). The city of Bilbao, which’s recuperation is identified with the building of a Guggenheim Museum, is also studied, revealing paths which other cities around the world tried to pursuit. Finally, the political context and the implications of the projects for the Guggenheim Museum, in the Harbor, and the ‘Cidade da Música’, in Barra da Tijuca, both in Rio de Janeiro. These cases have been selected for their iconic character, which was meant to be the built representation of the political figure who orchestrated the projects and which, each in its own way, didn’t have the expected closures.
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Park, Jungyoon. "Les stratégies et projets urbains pour l’attractivité territoriale : rôle, place, et signification des nouveaux espaces de consommation urbaine." Thesis, Paris Est, 2008. http://www.theses.fr/2008PEST3026.
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L’objectif principal de notre travail consiste à interroger le rôle des espaces de consommation dans les stratégies pour l’attractivité des territoires. Comment la notion de consommation s’inscrit-elle dans la dynamique de développement territorial, en particulier, à travers la relation « image – marketing - attractivité »? Il s’agit de comprendre « le concept d’espace de consommation nouveau » tel qu’il est employé aujourd’hui par les territoires qui cherchent à renforcer leur attractivité. Pour mettre en évidence l’importance des espaces de consommation dans les politiques pour l’attractivité, nous illustrerons trois expériences territoriales suite à une partie théorique développant le thème de l’attractivité territoriale et celui de l’espace de consommation : 1. La ZAC de Paris Bercy et son espace de consommation, Bercy Village : On choisit comme exemple, le quartier de « Bercy Village » créé dans le cadre de la ZAC Paris Bercy à la fin des années 90. 2. Les projets et stratégies de régénération urbaine de Turin (Italie) : La ville de Turin est en quête d’attractivité en renforçant les domaines de la culture, des loisirs et du tourisme. L’importance de l’attraction du méga-évènement et de l’élaboration des démarches stratégiques globales pour la ville (en occurrence, le projet de Spina Centrale et le Plan Stratégique de Turin) est particulièrement soulignée dans cet exemple 3. Le projet de restauration de la rivière Cheonggye (Séoul, Corée du Sud) : La ville de Séoul, en restaurant une rivière oubliée dans un quartier commercial souffrant de l’encombrement du trafic et de la pollution, a réussi à créer une nouvelle promenade fluviale très attractive pour les citadinsThe principal aim of our work consists of questioning the role of consumption activities and spaces in local strategies for attractiveness. How is the concept of consumption involved in the dynamics of territorial development, in particular, in terms of the relation among “image,” “marketing” and “attractiveness”? How can we understand “the concept of new consumption space” such as it is employed by the cities that desire to reinforce their attractiveness? To emphasize the importance of consumption spaces in policies for local attractiveness, following a theoretical discussion (part one), we present three case studies (part two) exploring the questions of territorial attractiveness and consumption space: 1. Our first example is “Bercy Village,” a new Parisian consumption space created within the framework of the ZAC Paris Bercy at the end of the 1990s. 2. Second, we examine projects and strategies of urban regeneration in Turin, Italy. Turin is in search of attractiveness by reinforcing the aspects of culture, leisure and tourism. The importance of the attraction of mega-events and the development of global urban strategies (the Spina Centrale project and Turin’s Strategic Plan) is particularly stressed in this example. 3. Finally, we turn to the restoration project of the Cheonggye river (Cheonggyecheon). Seoul, the capital of South Korea, recently restored a forgotten river in an old commercial district, notorious for traffic jams and pollution. Through this project, Seoul was able to create a new attractive riverwalk for city users
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Miller, Ryan J. "Implementing Green Roofs on Movie Theaters and Shopping Centers: Business Cases in Profitable Sustainability." Scholarship @ Claremont, 2014. http://scholarship.claremont.edu/pomona_theses/99.
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This thesis presents the business case for installing green roofs on movie theaters and shopping centers. These businesses can then derive increased profits from the environmental benefits of reduced energy use and increased stormwater retention. After presenting the basic design and benefits of a green roof, the thesis develops stand-alone business plans for a movie theater and shopping center. The author finds that green roofs are a profitable sustainability solution for the commercial enterprise.
Books on the topic "Urban marketing strategy"
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United States. Congress. Senate. Committee on Banking, Housing, and Urban Affairs. The annual national export strategy report of the Trade Promotion Coordinating Committee: Hearing before the Committee on Banking, Housing, and Urban Affairs, United States Senate, One Hundred Seventh Congress, second session, on reviewing the annual report of the TPCC on its national export strategy and its plans for the coming year, May 14, 2002. Washington: U.S. G.P.O., 2003.
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den, Berg Leo van. Regional competition, city marketing and strategic urban networks. Reading: CeSAER, Faculty of Urban and Regional Studies, University of Reading, 1994.
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United States. Congress. Senate. Committee on Banking, Housing, and Urban Affairs. Report of the Trade Promotion Coordinating Committee, 2001: Hearing before the Committee on Banking, Housing, and Urban Affairs, United States Senate, One Hundred Seventh Congress, first session on the report on Section 201 of the Export Promotion Enhancement Act of 1992, to coordinate, the export promotion and financing activities of the federal government and to develop a governmentwide strategic plan for carrying out federal export promotion and financing programs, October 2, 2001. Washington: U.S. G.P.O., 2002.
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1963-, Chaffey Dave, ed. Internet marketing: Strategy, implementation, and practice. New York: Financial Times Prentice Hall, 2000.
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US GOVERNMENT. The Annual National Export Strategy Report of the Trade Promotion Coordinating Committee: Hearing Before the Committee on Banking, Housing, and Urban. Government Printing Office, 2003.
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S, Koppelman Frank, Schnaiberg Allan, Schofer Joseph L. 1941-, Illinois Universities Transportation Research Consortium., and Illinois Regional Transportation Authority, eds. Design of a strategic transit market research program. Chicago, Ill: Illinois Universities Transportation Research Consortium, 1989.
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United States. General Accounting Office., ed. Export promotion: Overall U.S. strategy needed : statement of Allan I. Mendelowitz, Director, International Trade and Finance Issues, General Government Division, before the Subcommittee on International Finance and Monetary Policy, Committee on Banking, Housing, and Urban Affairs, United States Senate. Washington, D.C: The Office, 1992.
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Manuale dell'Export manager (6a ed., 2008); I mercati dell'Europa socialista (1979); La grande distribuzione europea (3a ed., 1991); La nuova Cina (1981); I mercati dell'Opec (1982); Il commercio estero delle tecnologie, dei progetti industriali e dei know-how (4a ed., 2005); La strategia di marketing internazionale (4a ed., 2005); Il marketing agroalimentare (9a ed., 2007), Il marketing globale (3a ed., 2004); Il marketing operativo (2a ed 2004); Euromarketing e mercato unico europeo (1994); Marketing strategico e competitivo (2a ed., 1995); Countertrade e commercio estero 2000 (1996); Alleanze strategiche per l’impresa (1997); Vendere alla grande distribuzione (2a ed., 2005); Azienda obiettivo vendita (1998); Strategie di vendita per l’impresa (2a ed., 2005); Il marketing industriale (2a ed, 2007); Il marketing politico ed elettorale (4a ed., 2010); Il marketing della moda (8a ed., 2010); E-commerce e web marketing (5a ed. 2010); Il marketing non profit (2003); Il marketing pubblico (2a ed., 2006); Decisioni di marketing e problem solving (2003); Il glocal marketing (2004), Il marketing dell’arte (2005), Il marketing dello spettacolo (2005); Il marketing della cultura (2005); Obiettivo competitività (2006); Il marketing urbano e territoriale (2006); Il marketing sanitario (2a ed., 2009); Il marketing personale (2007); L’arte dello shopping (2008); Marketing relazionale e consumatori alleati (2008); Il marketing ecologico (2008); Start up. La guida completa per chi vuole mettersi in proprio e creare da zero un’impresa di successo (2009); Turnaround. Ripensare e riprogettare l’impresa. (2010); Lavoro e gioco di squadra (2010), Dagli errori al manager di successo. Gestire gli errori come risorse e opportunità (2011). Franco Angeli, 2011.
Find full textBook chapters on the topic "Urban marketing strategy"
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Poulot, Marie-Laure. "Branding Cosmopolitanism and Place Making in Saint Laurent Boulevard, Montreal." In IMISCOE Research Series, 111–23. Cham: Springer International Publishing, 2021. http://dx.doi.org/10.1007/978-3-030-67365-9_9.
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AbstractThe boulevard Saint-Laurent is the embodiment in Montreal of the gap between the French-speaking eastern part and the English-speaking areas in the west part, but it is also the place where immigrants settled during the twentieth century, thus creating specific neighborhoods (Little Italy, Chinatown, and Portuguese and Jewish sectors). These neighborhoods, that once symbolized poverty and marginalized communities, have been undergoing processes of both social and urban change as well as gentrification. They are now repositioned, through the urban planning, marketing strategies, and cultural events (celebrations, festivals, urban tours) produced by public and private stakeholders, as places to visit. Cosmopolitanism is being integrated as a marketing strategy to promote places and to redefine districts as destinations of leisure and tourism (Shaw S, Bagwell S, Karmowska J, Urban Studies 41(10), 1983–2000, 2004). The boulevard is a lever for branding strategies: “ethnic” neighborhoods clearly highlight the assets of cosmopolitanism through food, shops, associations or symbols such as colors, flags or ornaments. This chapter focuses on these actions of branding and the use of the cosmopolitan past of the street and their impact on the representations of pedestrians, inhabitants and users.
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Jones, Patrice W. Glenn, and Warren C. Hope. "African American Students, Racism, and Academic Injustice." In Advances in Educational Marketing, Administration, and Leadership, 1–23. IGI Global, 2019. http://dx.doi.org/10.4018/978-1-5225-9108-5.ch001.
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In effort to align academic achievement for all students, this chapter offers Fostering Urban Student Excellence (FUSE) as an instructional strategy to curtail not-learning and evoke academic improvement among African American students, particularly those from low socioeconomic backgrounds. In addition to introducing FUSE, this chapter outlines the achievement gap, along with the factors that impact it, and reveals the academic position imposed upon African American students by social injustices. The chapter also establishes the critical need for FUSE as a specific instructional strategy to combat the impact of racial injustice.
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Wolf, Kathleen L. "The Urban Forest and Shopping Environments." In Handbook of Research on Retailing Techniques for Optimal Consumer Engagement and Experiences, 233–56. IGI Global, 2020. http://dx.doi.org/10.4018/978-1-7998-1412-2.ch011.
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Many cities and communities are working toward urban sustainability goals, and the urban forest is one strategy to achieve environmental and social co-benefits. Yet retailers and merchants may not find environmental benefits to be compelling when compared to the direct costs of landscape and trees. Nonetheless, a quality outdoor environment can extend store appeal to the curb and boost positive experiences of visitors while in a shopping district. This chapter presents information about the atmospherics of green retail environments. A multi-study program of research shows that having a quality urban forest canopy within business districts and commercial areas can promote positive shopper perceptions and behavior. Positive responses have included store image, patronage behavior, and willingness to pay more for goods and services. This chapter provides a summary of the research, connects results to various psychological marketing theories, provides evidence-based design recommendations, and suggests future research activity.
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Spais, George S. "The Case of Region Marketing of a Greek Southwestern City." In Cases on SMEs and Open Innovation, 1–20. IGI Global, 2012. http://dx.doi.org/10.4018/978-1-61350-314-0.ch001.
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The examination of the municipal broadband and building a “digital city” for a southwestern Greek city is the heart of this case study in terms of city’s repositioning through open innovation and creativity. The paradigm of the first successful Greek digital city (“e-Trikala”) shows to every Greek that the Digital City ICT applications can improve everyday life by simplifying public transactions in regional urban centers, reducing telecommunication costs, and by delivering new services related to the local way of life (Heeks, 2010). However, every SME has its own social, economic, geographic, or political characteristics (Foster & Heeks, 2010). For this reason, the digital city can vary from region to region, so that ICT applications enhance local characteristics rather than detract from them. The author’s objective is to create an independent case study that can be used as the basis for class discussion. The case of repositioning of Kalamata, a Greek southwestern city, as an open innovative and creative city through the new municipal broadband infrastructure presents a situation that requires the readers of this case study to develop and evaluate solutions. The case may be also meaningfully discussed, presented, or analyzed with reference to other cases. It can be used by itself without creating false impressions. In this case study, Kalamata’s municipal leadership believes that a short-term promotion campaign for the benefit of the city’s digitalization is enough to build a new image and personality for the city: the image and personality of an open, innovative, and creative city, an ideal location to visit, do business, and live. The development of a short-term promotion campaign in order to achieve the repositioning of a city is a major strategic pitfall. The municipal leaders must realize that transforming the city as an open innovative and creative city, needs a new philosophy. The achievement of such a strategic goal prerequires an overall transformation of all the protagonists (from citizens to municipal administrators to entrepreneurs) as the following strategic issues must be managed: the introduction of an open innovation model, the choice of an innovation scenario for the local economy, and the strategy in order to address the way of urban innovation through the municipal broadband infrastructure. However, the question remains whether transformative learning and building critical reflection are the paths for building a new image and personality for Kalamata as an open innovative and creative city.
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Padigala, Bhaskar. "Exploring City Branding as a Tool to Conserve Urban Green Infrastructure in Developing Countries." In Strategic Place Branding Methodologies and Theory for Tourist Attraction, 112–39. IGI Global, 2017. http://dx.doi.org/10.4018/978-1-5225-0579-2.ch006.
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Cities are aggressively pushing themselves to become global destinations for economic activities resulting in various environmental stresses. The situation in developing countries such as India is not too different either. Cities are reinventing themselves to emerge as a global destination to attract talent, investment and tourism. City Branding is one such marketing strategy wherein key aspect(s) of a city (cultural, environmental, infrastructure, etc.) is used to project it as a brand, thus garnering competitive advantages and co benefits. This article, however, examines the city branding tool in a different perspective. By reviewing branding theories, concepts and case studies, this article explores the possible use of city branding strategy in conserving and promoting green infrastructure. Theoretical assessments undertaken in this article indicate that city branding has a potential to contribute positively towards cities' developmental aspirations and improving the quality of life of its citizens, leading to an environmentally sustainable urban development in India.
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"Urban and Community Fisheries Programs: Development, Management, and Evaluation." In Urban and Community Fisheries Programs: Development, Management, and Evaluation, edited by Mark Howell, Brian Van Zee, and Robert K. Betsill. American Fisheries Society, 2008. http://dx.doi.org/10.47886/9781934874042.ch21.
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<em>Abstract.-</em>The Texas Parks and Wildlife Department (TPWD) has promoted urban fishing for years, but recent population growth added impetus to provide high quality fishing “close to home” for the state’s 17 million urbanites. A statewide network of community fishing lakes in small towns had been stocked annually with 229 mm channel catfish <em>Ictalurus punctatus </em>in the fall and 200 mm rainbow trout <em>Oncorhynchus mykiss </em>in the winter. However, this practice had limited success in providing year-round fishing or recruiting new anglers. Therefore, TPWD biologists developed an improved Neighborhood Fishing Program focused on the large metropolitan areas where 80% of the population lives. Initially, we reviewed programs in other states and then evaluated usage, harvest, angler expenditures, demographics and regulation compliance within the TPWD program. Our program enhancements were based upon ongoing evaluations and a model program has now developed that provides quality, year-round angling opportunities in metropolitan areas and targets nontraditional users. Our program aims to be self-supporting, easily expandable, to form effective partnerships, include angler education and tackle loans, plus have a successful marketing strategy. Some 30,000 anglers participated in the pilot phase in 2006 at eight small urban impoundments.
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"Urban and Community Fisheries Programs: Development, Management, and Evaluation." In Urban and Community Fisheries Programs: Development, Management, and Evaluation, edited by Dane M. Balsman and Daniel E. Shoup. American Fisheries Society, 2008. http://dx.doi.org/10.47886/9781934874042.ch4.
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<em>Abstract.—</em>As the United States has become increasingly urbanized, angling participation has declined. Urban fishing programs provide an opportunity to reverse this trend by effectively targeting new anglers while increasing fishing opportunities for current or recently lapsed urban anglers. There are three essential components in a successful urban fishing program: a resource with clean water and a quality fishery close to current or potential anglers, facilities to accommodate anglers, and advertisement of the fishery to inform and recruit anglers. Early in the development of an urban fishing program, urban anglers’ interests should be assessed and the program should be developed to meet these interests. Next, access to a quality fishery must be developed—either by creating new bodies of water or enhancing existing ones. Depending upon the level of fishing pressure and the species of interest to anglers, supplemental stocking and intensive management may be needed to maintain the fishery. Amenities such as restrooms, picnic areas, docks, and waste receptacles may also be important. Different angling groups may desire different amenities, so providing different sites to cater to these different groups is advisable. Once the facilities and amenities are in place, the resource must be marketed to targeted potential anglers. The marketing strategy should be tailored to each market segment being targeted. Lapsed anglers are the most easily recruited segment and should be a top priority for advertising. Minorities and children are also commonly targeted. As the U.S. population becomes more urbanized, urban fishing opportunities will continue to grow in importance. Without these opportunities, urbanites will likely be drawn toward the numerous other recreational activities that are conveniently available in urban centers, leading to further declines in angling involvement and concern for natural resource conservation and the environment.
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Dooghe, David. "Festival City, Rotterdam." In Focus On Festivals. Goodfellow Publishers, 2015. http://dx.doi.org/10.23912/978-1-910158-15-9-2627.
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In an environment that sees cities vying to attract people, businesses and investments in increasingly competitive markets, many municipalities have identified place identity and image as parts of their unique selling point. The high profile and collaborative nature of festivals means that they are seen by city marketing bodies as an important tool in shaping and widening awareness of the unique qualities of their city’s particular cultural and built environments. The extent to which an audience identifies with a festival or a city (and are willing to invest time and money) strongly determines how successful both the festival and the city’s further development will be. Accordingly, festivals are being placed at the heart of strategic development of some cities’ physical and human infrastructures. Festival City - Rotterdam is an urban design study that researches the symbiotic collaboration between festivals and urban development to see how they can forge stronger identities for each by working collaboratively. The specific communities that organise and support festivals in Rotterdam are central in this study’s findings. Community involvement, the visibility of the festival between editions and the specific audience appeal strongly influence how festivals can be used to catalyse the relationship between the social and urban structure of a city. Without the fertile ground provided by a supporting community, a festival will not flower. This chapter will examine this strategy in more depth, using two festival case studies from Rotterdam: the Caribbean Summer in the Afrikaanderwijk and an example of urban theatre on the Coolsingel. It will also consider Soundpiece, an ongoing project on the Schouwburgplein. These case studies and their relationship with Rotterdam’s urban development plans are described below.
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da Costa Bezerra, Kátia. "Monuments and Consumption." In Postcards from Rio. Fordham University Press, 2017. http://dx.doi.org/10.5422/fordham/9780823276547.003.0005.
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The chapter focuses on the design and decoration of Complexo do Alemão cable car stations and interviews of architects and state officials involved with the project. It also considers the photographic project Inside Out Providência and two videos in order to explore some of the contradictions and conflicts that lie behind the Complexo do Alemão and Wonder Port projects. The chapter discusses the ways cable car stations attempt to reframe the relationship between space, tourism, and the process of aestheticization of favelas. It considers the centrality of favelas in the marketing and branding of the city as a strategy to attract external investors and tourists. It also demonstrates how urban interventions are part of a process of commodification and social/racial cleansing.
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Das, Laxhminarayan. "Growing E-Marketing Trends in India." In Strategic Marketing in Fragile Economic Conditions, 227–36. IGI Global, 2014. http://dx.doi.org/10.4018/978-1-4666-6232-2.ch012.
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Internet growth in India is increasing at an alarming rate, which is indicating a fast growth future for the many e-marketing companies in India. The young population of the country prefers the new technology. The phenomenon is not only confined to urban India but has also spread to rural India. Due to the popularity of Internet usage, there will be a big boom of e-commerce market in India. Young buyers of India prefer to buy online due to easy mode of transaction, preferred mode of payment, safe delivery, and effective after sales service, in terms of return and refund policy. These changing shopping habits of the consumer open the door of opportunity for many e-marketing companies in India. The consumer in India buys many products online, from food to non-food categories. This is explored in this chapter.
Conference papers on the topic "Urban marketing strategy"
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Zhang, Xinlan, and Tao Wei. "Active Development Strategy of Urban Public Transportation Based on the Marketing Management Theory." In First International Conference on Transportation Engineering. Reston, VA: American Society of Civil Engineers, 2007. http://dx.doi.org/10.1061/40932(246)454.
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Temjanovski, Riste. "THE SOCIAL MARKETING STRATEGY AND TRANSPORT POLICY TO IMPROVING THE QUALITY OF LIFE IN URBAN AREA." In 5th INTERNATIONAL SCIENTIFIC CONFERENCE GEOBALCANICA 2019. Geobalcanica Society, 2019. http://dx.doi.org/10.18509/gbp.2019.31.
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Arruda, Amilton, Celso Hartkopf, and Rodrigo Balestra. "City branding: strategic planning and communication image in the management of contemporary cities." In Systems & Design: Beyond Processes and Thinking. Valencia: Universitat Politècnica València, 2016. http://dx.doi.org/10.4995/ifdp.2016.3288.
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Over the past decade, one can observe a steady growth in the use of terms such as Place Branding, Nation Branding, Destination Branding and City Branding. Both in academic research and in the practical applications in large cities management and urban spaces, this new paradigm takes shape and, along with it, the need for definitions and concepts, methods and methodologies and the establishment of technical and theoretical standards. This approach was born in the Marketing field, specifically in what was called Place Marketing. In this context the Branding stood out as a development tool solutions to the need for differentiation, generation of solid images and the establishment of symbols and identity signs, in order to leverage economic benefits for countries, cities and regions. In a way, fulfilling, in the first instance, a similar role to the branding of products and services. But it was specifically in Branding corporations that were found the biggest matches to adapt this knowledge to management positions. Ashworth & Kavaratzis (2010) highlight the fact that both present multidisciplinary roots, a multiple number of strategic actors (stakeholders), high degree of intangibility and complexity of social responsibility, the multiplicity of identities and the long-term development needs are strong examples their similarities. The development and management of corporate identities, here expanded to the Branding corporations, it is a prolific field of Design. It great names of the area said their careers and built great legacy. The time of greater proficiency in the area were the 50s and 60s, dominated by modernist thought, and, coincidentally or not, exactly the time that focused efforts to assert the identity of the designer as a professional (STOLARSKI, 2006) . Nationally stand out names like Alexandre Wollner, Ruben Martins, the duo Carlos Cauduro and Ludovico Martino and Aloisio Magalhaes. In contrast, in the literature produced in the marketing field, often the role of design in this context is reduced to merely promotional measures, such as creating logos or advertising campaigns. In other words, defined as a work of low complexity and low social prägnanz. This approach comes at odds with contemporary theories of design, such as MetaDesign, Design Thinking and Design Collaborative, in which are presented motodológicos models of high relevance for the identification, analysis and solution of complex problems involving multiple elements and agents. The proposed article aims to survey the state of the art City Branding / Place Branding focused on publications produced in the disciplinary field of design. The literature review will grant that, before the above presented context, is analyzed as designers and researchers design face the contributions that the field can offer to the practice and theory of Branding places. Finally, Article yearns assess whether the pre-established hypothesis that there are possible and fruitful connections between contemporary theories of design and the City Branding, is being addressed in articles and publications area.DOI: http://dx.doi.org/10.4995/IFDP.2016.3288