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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.
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Pahurkar, Rajesh N., and Parag Metha. "Developing Sustainable Marketing Strategy for Electric Vehicle (EV) - Automotif." International Journal of Emerging Research in Management and Technology 6, no. 11 (June 13, 2018): 115. http://dx.doi.org/10.23956/ijermt.v6i11.54.
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Future of urban mobility is electric vehicle (EV) and there is no doubt about it. At the same time, it is considered as a new product among the automobile industry. However, entire EV industry is evolving and lot of R&D is going to get major lead in this industry.This project puts forward and determines sustainable business strategy for EV by doing external environment analysis using PESTEL and Porter’s five forces and mapping of opportunities and threat which effects company’s direction as well as to locate potential sources of competitive advantage from a perspective that encompasses the internal, external, and dynamic fit of strategy.Project give the assessment of the strategic impact of the moves of competitors and how to maintain competitive advantage, understand the general drivers that create and sustain competitive advantage using Porter’s Generic strategy, and how to identify organizational barriers to change using Ansoff’s Matrix and Value Chain Analysis. It also tries to analysis market using segmentation, targeting and positioning based on conducted survey. It also provides overview of distribution and suggests omnichannel approach.This project aimed to use as an assessment and redesign of steps of current strategy and develop plans for effective implementation to give firm a competitive advantage.Maintaining a competitive advantage takes more than great timing or a single solution. Sustainable advantage requires a well-designed and well-executed strategy. This project covers analysis of various tools and frameworks that can be used to develop and execute a successful strategy.
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Smith, Kirk. "Strategy Development for Incumbent Urban Universities: Moving Forward in an Increasingly Competitive Environment." Journal of Marketing for Higher Education 12, no. 2 (December 22, 2003): 35–47. http://dx.doi.org/10.1300/j050v12n02_03.
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AlOwais, Tuqa Mohamed. "Emirate of Abu Dhabi Brand Marketing Strategy – Travelers Welcome." Modern Applied Science 13, no. 8 (July 26, 2019): 57. http://dx.doi.org/10.5539/mas.v13n8p57.
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Throughout the past century, the United Arab Emirates’ leadership realized the significant importance of initiating novel and innovative strategies to market themselves and contribute in their successful position among the global network, thus their obligation was to employ both short and long term strategies that help in the process of successful promotion, insertion and enhanced situation in the foreign market. Highlighting Abu Dhabi as the capital of the United Arab Emirates, and distinguishing it from the rest of the country, Dubai in particular, was the crucial vision of Al Sheikh Zayed Al Nahayan. Where the collaborative emirate’s leadership had the potential to mark Abu Dhabi as “the global capital city” (Abu Dhabi Urban Planning Council, 2007).
This research discusses place-branding and marketing of the emirate of Abu Dhabi, where the emirate’s brand marketing strategies relies on the desert, sea, heritage and the city as key elements towards placing the capital of the United Arab Emirates on the global map, in addition to improving the reputation of the middle east in general and Abu Dhabi in specific, through presenting two study cases: Masder City and Saadiyat Island, which are viewed as vivid examples of the emirate of Abu Dhabi brand marketing strategies implementation focus.
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Shafigullina, Anna, Anastasiia Beloborodova, Roman Palyakin, Olga Martynova, and Renat Ahmetshin. "Marketing aspects of sustainable urban development in small towns of the Republic of Tatarstan." E3S Web of Conferences 274 (2021): 10022. http://dx.doi.org/10.1051/e3sconf/202127410022.
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The article describes the concept of sustainable development and forms the criteria for sustainable development of the territory. The sustainability of the territory development should be considered from various angles, including industrial and agricultural development, the level of environmental friendliness, intersectoral and interdimensional interaction, creating the attractiveness of territories. The solution to the problems of territories attractiveness is to be found in the field of territorial marketing. The city as the pinnacle of territorial marketing requires a detailed analysis of the current state and the development of a strategy for further development. The scientific work describes an algorithm for the formation of marketing strategies for urban development. The research provides analysis of small towns development in the Republic of Tatarstan: Almetyevsk, Bolgar, Nizhnekamsk. Developing marketing strategies designed to enhance the attractiveness of small towns are identified as one of the backgrounds for creating comfortable conditions for residents and attracting tourists and professionals to improve the efficiency of the towns' resources. At the same time, it is of vital importance to analyze the internal components of the towns, pull factors for residents and tourists to form the most appropriate marketing strategy for urban development. Small towns, in contrast to megacities, have great creative and cultural potential, which allows them to find new points of attraction on their territory and strengthen the existing tourist and infrastructure facilities.
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Löfgren, Orvar. "Urban atmospheres as brandscapes and lived experiences." Place Branding and Public Diplomacy 10, no. 4 (September 10, 2014): 255–66. http://dx.doi.org/10.1057/pb.2014.26.
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Koese, Yavuz. "Nestlé in the Ottoman Empire: Global Marketing with Local Flavor 1870–1927." Enterprise & Society 9, no. 4 (December 2008): 724–61. http://dx.doi.org/10.1017/s1467222700007606.
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This paper examines the marketing activities of Nestlé in the Ottoman Empire between 1870 and 1927. Nestlé began with the same strategy it had developed in Western markets for the Ottoman market. But the Ottoman political, social, and cultural context differed considerably from Europe. The article explores how Nestl´e responded to this complex marketing environment with increasing local differentiation. It goes on to demonstrate that as well as its variegated approaches to the ethnically, religiously, and culturally heterogeneous urban consumer, Nestlé's success derived from its ability to connect with different strata of society. I argue that the Ottoman Empire, and especially its capital Istanbul, were strategically essential to Nestl´e's development of its adaptive global marketing strategy.
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Teller, Christoph, Jonathan R. Elms, Jennifer A. Thomson, and Andrew R. Paddison. "Place marketing and urban retail agglomerations: An examination of shoppers’ place attractiveness perceptions." Place Branding and Public Diplomacy 6, no. 2 (May 2010): 124–33. http://dx.doi.org/10.1057/pb.2010.11.
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Ponce-Lucero, Vilarmina, Lorena Saavedra-Garcia, Erik Cateriano-Arévalo, Silvana Perez-Leon, David Villarreal-Zegarra, Diego Horna-Alva, and J. Jaime Miranda. "Parents’ Perceptions about Salt Consumption in Urban Areas of Peru: Formative Research for a Social Marketing Strategy." Nutrients 12, no. 1 (January 8, 2020): 176. http://dx.doi.org/10.3390/nu12010176.
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Background: Salt intakes in Latin America currently double the World Health Organization’s recommendation of 5 g/day. Various strategies to reduce the population’s salt consumption, such as raising awareness using social marketing, have been recommended. This study identified parents’ perceptions of salt consumption to inform a social marketing strategy focused on urban areas in Peru. Methods: Using a sequential exploratory methods design, parents of pre-school children, of high and low socioeconomic status, provided qualitative data in the form of interviews and focus groups. Following this, quantitative data was obtained via questionnaires, which were sent to all parents. The information was analyzed jointly. Results: 296 people (mean age 35.4, 82% women) participated, 64 in the qualitative and 232 in the quantitative phase of the study. Qualitative data from the first phase revealed that the majority of mothers were in charge of cooking, and female participants expressed that cooking was “their duty” as housewives. The qualitative phase also revealed that despite the majority of the participants considered their salt intake as adequate, half of them mentioned that they have tried to reduce salt consumption, and the change in the flavor of the food was stated as the most difficult challenge to continue with such practice. Quantitative data showed that 67% of participants would be willing to reduce their salt intake, and 79.7% recognized that high salt intake causes hypertension. In total, 84% of participants reaffirmed that mothers were in charge of cooking. There were no salient differences in terms of responses provided by participants from high versus low socioeconomic groups. Conclusions: The results point towards the identification of women as a potential target-audience of a social marketing strategy to promote reductions in salt intake in their families and, therefore, a gender-responsive social marketing intervention is recommended.
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Koeck, Richard, and Gary Warnaby. "Outdoor advertising in urban context: spatiality, temporality and individuality." Journal of Marketing Management 30, no. 13-14 (June 3, 2014): 1402–22. http://dx.doi.org/10.1080/0267257x.2014.909869.
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Simões, Paulo Fernando Pereira Fabião. "Tourism as a territorial marketing strategy: the case of the electric in the landscape of the city of Coimbra." Cadernos de Geografia, no. 43 (June 30, 2021): 57–66. http://dx.doi.org/10.14195/0871-1623_43_4.
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The electric tram played an important role in people's lives, in their individual and collective experiences, becoming a symbol with cultural identity. It has a strong seductive power capable of changing the urban landscape, materializing into a geo-symbol and even transforming the use of new social spaces. The tram may be a heritage of extreme relevance in the (re) creation of new tourist territories through representations that are territorialized, as they change places and urban landscapes. On the other hand, territorial marketing is used as a strategy for planning, managing and promoting places with the aim of increasing attractiveness with internal and external audiences. The brand constitutes a core element, demonstrating the specificities of the process of building the territorial brand and it argues about its synergetic relationship with the attractiveness and competitiveness of places and explores the question of how the electric can be seen as an active capital of place marketing, but also as an attractive pole and recipient of tourism. The active capitals of places to position and communicate their attributes can present themselves as strategies at the service of place marketing, with the electric tram being a case in point.
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Maček, Anita, Rasto Ovin, and Urška Starc-Peceny. "Smart Cities Marketing and Its Conceptual Grounds." Naše gospodarstvo/Our economy 65, no. 4 (December 1, 2019): 110–16. http://dx.doi.org/10.2478/ngoe-2019-0024.
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AbstractThe most frequent definition of the smart city in the literature defines it as a developed urban area that creates sustainable economic development and high quality of life. Therefore, a city should always be capable of identifying and effectively resolving its key development challenges in order to improve the quality of life of its citizens. Regarding economics approach, the authors rely on endogenous growth theory derived from Arrow. The authors explore the role of smart city management and governance, which will have to combine the need for capital with the need to ensure the environment that this capital will enhance modern urban producing factors. Hence, the authors discuss communication aspects and the importance of the evolution toward smart communities, where the idea is not on making places smart anymore, but rather focus on humans and their needs. For an emerging smart city, market built up of smaller cities and municipalities describes the changing role of marketing and the shift of roles in its processes in order to show the urge to become familiar with the spirit of open innovation and rethink marketing strategy in this emerging reality.
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Arwanto, Caisar Pieter Vega, Bagus Setyawan Nugraha, and Agus Widiyarta. "Strategi City Branding Kota Surabaya Sparkling Surabaya dalam Meningkatkan Kunjungan Wisatawan." PERSPEKTIF 9, no. 2 (May 9, 2020): 322–28. http://dx.doi.org/10.31289/perspektif.v9i2.3646.
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Research conducted by the author entitled "Surabaya City Branding Strategy" Surabaya Sparkling "In Increasing Tourist Visits". The purpose of this study is to find out how the Surabaya city branding strategy in increasing tourist visits. This is needed because the city of Surabaya has a lot of potential in the tourism sector such as parks in the city center, culinary tours, historic sites. The authors use Anholt's theory of general strategies in marketing or urban development and Kotler's hexagon city branding to find out how Surabaya's city branding strategy is in increasing tourist arrivals. The type of research used is the literature review where the research is in the library and study the literature which is the primary data source. The research approach uses descriptive qualitative analysis. The results of this study the Surabaya city government in increasing tourists, using the marketing strategy or promotion of city branding "Sparkling Surabaya" through the website, Instagram account, SSCT Bus, and holding events or activities one of them Car Free Day. This study concludes that the city branding strategy used is a marketing or promotion and event strategy, in increasing tourist visits.
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Bhavika Pandita Hakhroo. "Review of Rural Marketing in India and Innovations in Rural Marketing." International Journal of Engineering and Management Research 10, no. 5 (October 5, 2020): 5–11. http://dx.doi.org/10.31033/ijemr.10.5.2.
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The aim of this research is to study the current scenario of Rural Marketing in India, the rural market presents with its various opportunities and challenges, given how diversely populated the rural consumers in India are. The rural market consists of 83.3 crore people and this is what attracts marketers to enter in this market. To market in the territory of rural marketing corporations must understand the rural consumer. There is a shift incoming from urban to the rural marketing as the development and levels of literacy and awareness among the rural consumers is rising and these consumers want value for their money. Marketers when catering to rural consumers need to connect with them and also undertake demonstrations for the better understanding of the rural people. Many innovations in the strategy to market into the rural markets have been undertaken in the past years. This paper aims to understand these innovations and strategies and to understand the rural consumer of India. The future of rural marketing and the development in rural areas is promising in development of rural economies and for the people living in these rural areas a better life.
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Bonelli, Diego. "Manufacturing urban identities: The emergence of Auckland’s and Wellington’s ‘character’ in New Zealand tourism film." Journal of New Zealand & Pacific Studies 9, no. 1 (June 1, 2021): 43–58. http://dx.doi.org/10.1386/nzps_00047_1.
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Since its inception, New Zealand film production has often been characterized by a strong focus on the promotion and marketing of local scenic locations. However, over the last few decades and simultaneously with New Zealand’s rapidly increasing urbanization rates, urban narratives have gained prominence in the cinematic representation of the country, gradually becoming important aspects of national tourism marketing campaigns. This article first provides an overview of New Zealand tourism film’s dynamics of production and recurring themes and narratives from the early twentieth century to the 1960s. It then focuses on Toehold on a Harbour and This Auckland – tourism films produced by the government-led New Zealand National Film Unit and released respectively in 1967 and 1966 – and identifies a turning point in the manufacturing of local urban narratives and in New Zealand urban tourism marketing. My critical and textual analysis of these two case studies notably relies on the examination of archival documents related to their production and on an interview with This Auckland’s director Hugh Macdonald. It ultimately shows how the emergence of ‘cities with a character’ as a tourism marketing tool was in fact a carefully planned, articulated and years-long government-driven strategy.
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Bruno, Joana Sarmet Cunha. "O Museu de Arte Contemporânea de Niterói, RJ: uma estratégia de promoção da imagem da cidade." Revista Brasileira de Estudos Urbanos e Regionais 4, no. 1/2 (May 31, 2002): 91. http://dx.doi.org/10.22296/2317-1529.2002v4n1-2p91.
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Esse artigo discute o papel da cultura nos atuais projetos de renovação urbana, analisando o uso contemporâneo dos novos museus na tentativa de promover uma imagem positiva para as cidades. Trata-se de estudar o papel dos equipamentos culturais no desenvolvimento urbano, visando uma elevação geral no prestígio e no capital simbólico das cidades, bem como na auto-estima e no sentimento de pertencimento da população local. Para tal, analisaremos um dos casos mais paradigmáticos em que o museu se torna símbolo, “marca registrada” da cidade em que ele foi construído: o Museu de Arte Contemporânea de Niterói, RJ. Assim, o estudo está voltado para os efeitos do MAC sobre a cidade de Niterói, abordando a relação entre urbanismo e cultura.Palavras-chave: planejamento urbano; marketing de cidades; produção de imagens; políticas culturais; novos museus. The Museum of Contemporary Art of Niterói, RJ, Brazil: A Promotion Strategy of the City ImageAbstract: This article proposes the discussion about the role of culture in the late urban renovation projects, analyzing the contemporary use of new museums in the attempt to promote a positive image to the cities. We will study the role of cultural equipment on urban development, objecting a promotion on the cities' prestige and symbolic capital, as well as on it's inhabitants self-esteem and feeling of belonging. We will analyze one on the most paradigmatic cases in which a museum becomes the symbol or the 'registered trademark' of the city it was built: the Museum of Contemporary Art of Niterói, RJ, Brazil. So, the study focuses the effects of this museum on the city of Niterói, approaching the relation between urbanism and culture.Keywords: urban planning; city marketing; image-making; cultural politics; new museums.
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Jones, Brian, and Shirley Beresford. "Leeds and the Northern Arts Prize." Journal of Place Management and Development 7, no. 3 (October 7, 2014): 247–58. http://dx.doi.org/10.1108/jpmd-11-2012-0040.
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Purpose – This paper aims to look at the nature of the relationship between the marketing of the contemporary visual arts, cultural tourism and city and urban regeneration. This exploratory study of the marketing of the contemporary visual arts in Leeds has, as its background narrative, the emergence of BritArt. Design/methodology/approach – The growth of contemporary visual arts provides the context for a case study of the Northern Art Prize, which was first awarded in 2007. Findings – The study found a number of factors for success that can aid urban renewal and city regeneration. Private sector marketing expertise levered into the management of the project was one critical success factor. Another was that private sector funding freed up marketers and artists and allowed risk-taking. Participants highlighted a lack of vision for the contemporary visual arts in the city and region and a strong desire for new collaborative working and new governance structures for the delivery of arts marketing and cultural tourism. Originality/value – The Northern Art Prize offers much for the marketing of contemporary visual arts, cultural tourism, city branding and urban renewal. Investing in and marketing of the arts is argued to serve as a stimulus that can bring a range of benefits for the business and wider community. Marketing, especially arts marketing, can help deliver social, economic and urban regeneration.
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Ignatyevs, Sergeys, Sergey A. Makushkin, and Sergiy Spivakovskyy. "Marketing of Cities as Centres of Socio-Economic Development in the Process of Globalisation." International Journal of Financial Research 12, no. 4 (March 18, 2021): 146. http://dx.doi.org/10.5430/ijfr.v12n4p146.
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Modern trends in the formation of urban development are based primarily on the extent to which the territory of a city can be attractive for investors, interested people in general and public administration systems. When regarding programs for the development of urban areas in the structure of sustainable development, it is necessary to highlight the methods of forming an attractive image of a city, which is considered a marketing tool. Understanding the possibilities for the development of an urban area requires the formation of tools for spatial marketing and opportunities for the establishment of measures for the development of individual tools of communication between city authorities and the external environment. The novelty of the research is determined by the structural feature of the formation of an integrated method of using marketing tools to promote the image of a city in the informational, social, and cultural aspects. The authors show the tools for implementing the marketing strategy of the urban area as elements of sustainable development. Stakeholders of sustainable development are shown not only local management structures but also global investment funds and transnational corporations. The practical significance of the study is determined by the possibility of forming based on an urban area, which is marked by the presence of sustainable development markers, innovative and science-intensive centres, and analytical corporations. The formation of development centres is also possible through the creation of smart cities.
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Uncles, Mark D., Chao Wang, and Simon Kwok. "A temporal analysis of behavioural brand loyalty among urban Chinese consumers." Journal of Marketing Management 26, no. 9-10 (August 6, 2010): 921–42. http://dx.doi.org/10.1080/02672570903441454.
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Zeimpekis, V., G. M. Giaglis, A. Tatarakis, and I. Minis. "Towards a dynamic real-time vehicle management system for urban distribution." International Journal of Integrated Supply Management 3, no. 3 (2007): 228. http://dx.doi.org/10.1504/ijism.2007.012628.
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Mwinyihija, M., and H. Mekonnen. "Preview of Camel (Camelus dromedarius) hides marketing and challenges in Eastern Africa." Journal of Africa Leather and Leather Producuts Advances 3, no. 1 (March 6, 2016): 18–27. http://dx.doi.org/10.15677/jallpa.2016.v3i1.12.
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Camel production in the world has continued taking a centre stage in livestock economics and food security. More conspicuously is the prominence of Camel hide production for specialized leather artifacts worldwide. Of Interest has been the growth of the Camel milk, meat and hide industry in Eastern Africa. Previous areas that had not registered Camel slaughter particularly in the urban and peri-urban areas have become areas of interest with gradual increase demonstrated in this study. However the decline in prices worldwide, poor production technique, inadequate policy and legal frame work and disincentives have been a ‘bottleneck’, in the rapid and potential wealth creating Camel hide industry in Eastern Africa. Indeed with appropriate strategy the potential is rife for the development of the Industry, if appropriate interventions are developed for the cited challenges. The increase of camel meat in urban environment is an indicator that the industry is poised to grow even further. Thus the urgency to attend to the evolving needs is equally critical by all the stakeholders, core or no-core.
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Knibbs, Kristin, and Lynnette Leeseberg Stamler. "Exploring Perceived Enablers and Barriers to Social Marketing Use in Public Health Nursing." Social Marketing Quarterly 15, no. 3 (August 28, 2009): 100–112. http://dx.doi.org/10.1080/15245000903151010.
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Public health managers' perceptions of enablers and barriers to social marketing use among public health nurses were examined. Employing qualitative, action research methods, this study incorporated focus groups using nominal group process and group discussion. Eleven public health managers from large urban, small urban, and rural Canadian public health departments participated. Content analysis was conducted on the focus group transcripts, and trustworthiness was strengthened through independent review by participants and subject experts. Several enablers to social marketing use were identified in the areas of educational preparation of nurses and the nature of public health nursing practice. The majority of barriers to social marketing use related to human and financial resources at the system level. In addition, we identified as imperative that managers at those levels responsible for budgetary planning understand the principles of social marketing more fully if they are to be expected to support its use. Social marketing has the potential to positively influence the health behavior of populations. However, if public health nurses and other health-promotion professions are to incorporate this health-promotion strategy more effectively into their practice, issues related to its use must be addressed.
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Khan, Tauseef Iqbal, Syed Ali Raza, and Mahesh Devji. "Reckitt Benckiser’s CSR program – capitalizing the rural market." Emerald Emerging Markets Case Studies 11, no. 1 (April 27, 2021): 1–13. http://dx.doi.org/10.1108/eemcs-03-2020-0077.
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Learning outcomes The learning objectives of this case study are listed below: • What is corporate social responsibility (CSR)? • The role of CSR in creating opportunities to growth. • Distinguish the ways in which social marketing evolved differently in urban and rural areas. • Obstacles in CSR • CSR beyond the competition. Case overview/synopsis The case of CSR by Reckitt Benckiser (RB) follows the marketing practices through purpose-led marketing through CSR. RB Pakistan Limited is a fast-moving consumer goods provider in Pakistan following a vision of the world where people are healthier and live well. The purpose is to make a difference by giving people innovative solutions for healthier lives and happier homes. This means they are expending their capabilities and investing in innovation to stay ahead of the game. RB is trying to achieve this vision by following the strategy of health and hygiene awareness in rural marketing through various types of communications, by introducing low price products to reduce diarrhea and open defecation. In urban areas, the young generation is the trend creators and they are much involved in awareness of state of the world. RB is committed in providing innovative solutions with the help of well-organized programs such as reaching new moms, educating them and providing awareness sessions in schools to students for handwashing practices. RB carries these activities with the help of non-government organizations and small support of Government of Pakistan. Complexity academic level This case is appropriate for MBA (Marketing) courses. The case explains the significance of CSR in capitalizing the growing trend and unleashing untapped areas and remaining competitive by providing innovative solutions. The case can be taught to the strategic marketing students. Subject code CSS 8: Marketing. Supplementary materials Teaching Notes are available for educators only.
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Хорохова, Е. В. "ELEMENTS OF ARCHITECTURAL AND SPATIAL MARKETING IN THE FORMATION OF THE CITY ENVIRONMENT." НАУЧНЫЙ ЖУРНАЛ СТРОИТЕЛЬСТВА И АРХИТЕКТУРЫ, no. 1(61) (March 25, 2021): 114–22. http://dx.doi.org/10.36622/vstu.2021.61.1.011.
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Постановка задачи. Необходимо выявить элементы архитектурно-пространственного маркетинга при проектировании городской среды для решения проблемы формирования комфортного городского пространства. Данная необходимость связано с потребностью реализации стратегии пространственного развития России и выполнения приоритетного федерального проекта «Формирование комфортной городской среды». Повышение качества городской среды на сегодняшний день является важным условием для социально-экономического развития городов и улучшения жизни граждан. Результаты. Выявляется грань между рыночным и социальным приоритетом маркетинга при проектировании средовых объектов. Рассмотрены примеры из истории архитектуры и градостроительства некоторых зарубежных городов, в формировании которых отмечается действие элементов архитектурно-пространственного маркетинга. Отмечены некоторые российские города, которые стали использовать средства маркетинга для своего развития. Выявлена связь между рассмотренными городами. Выводы. Отмечается, что применение элементов архитектурно-пространственного маркетинга необходимо для создания комфортной среды городов, а также для составления обновленных концепций развития городской среды. Statement of the problem. It is necessary to identify the elements of architectural and spatial marketing in the design of the urban environment to solve the problem of creating a comfortable urban space. This is associated with the need to implement the strategy of spatial development of Russia and the implementation of the priority federal project “Formation of a Comfortable Urban Environment”. Improving the quality of the urban environment today is important for the socio-economic development of cities and improving the lives of citizens. Results. The borderline between the market and social marketing priority in the design of environmental objects is identified. Examples from the history of architecture and urban planning of some foreign cities are considered, during the formation of which the presence of architectural and spatial marketing elements is noted. Some Russian cities that started using marketing tools for their development are noted. The connection between the considered cities is revealed. Conclusions. It is established that the use of architectural and spatial marketing elements is necessary for designing a comfortable urban environment as well as for drawing up updated concepts for the development of the urban environment.
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Edward Jones, Thomas. "Changing demographics in Japan's national parks; towards a targeted marketing strategy for nature-based tourists." Tourism and hospitality management 18, no. 1 (June 2012): 95–109. http://dx.doi.org/10.20867/thm.18.1.7.
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Trends from Japan and other post-industrial countries suggest visitor demand for nature-based tourism (NBT) destinations such as national parks, which rocketed in the post-war period, has peaked and is now in decline. This has adverse implications for funding and natural resource management. One suggested counter strategy is targeted marketing based on commercial techniques, but this relies on accurate knowledge of the market to maintain current segments and attract new ones.This paper employs a ‘market leader’ case study approach to investigate visitors to Kamikochi, a gateway to the North Japan Alps whose long conservation pedigree, and proximity to urban areas, ensures it can fulfil both ‘protection’ and ‘promotion’ criteria. The focus was on the Day Hiker (Dh) segment of visitor demand, deemed desirable from a managerial perspective, because they were shown to stay longer, visit more frequently and have a greater interaction with nature. The aims were to identify the composition of Kamikochi’sDh visitor segment, and cross analyse the results to provide practical information for national park managers. Following on from a 2007 survey, 391 usable semi-structured questionnaires were collected between July 10th and September 10th 2009, from participants in guided tours at Kamikochi, a response rate of 31%. Results show the ‘market leader’ segment consisted of pairs or small groups of well-educated, wealthy ‘baby-boomers’ from Kanto; 55% were aged 50 or over, and 59% came from the greater Tokyo metropolitan area. These KantoDhs tended to be repeat visitors (66.0%) who stayed for 2 nights or more (55.1%), thus surpassing the bench mark set by previous research. However, the results provided a snapshot of visitor demand unbalanced not only by urban area, but also gender, age and income; hence further research is needed to explain the dominance of female, elderly and wealthy visitors. One logical explanation is that these segments are already being targeted by travel agencies, as suggested by the 42% who came to Kamikochi as part of a package tour. If so, then it raises the question of why marketing is being outsourced to travel agencies rather than conducted via joint campaigns that incorporate a range of stakeholders.Thus although the need for targeted marketing is clear, some significant barriers to marketing NBT resources exist, including diverse objectives, mixed land ownership and insufficient funding. Transparent goals, combined with ongoing visitor segment monitoring, are thus two vital steps towards a targeted NBT marketing strategy.
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Widodo, Widodo, Ira Darmawanti, and Novia Nur Kharisma. "Strategy of Non-Formal Education Development Through Entrepreneurial Skills at CLC Budi Utama Surabaya." Journal of Nonformal Education 7, no. 1 (February 28, 2021): 23–31. http://dx.doi.org/10.15294/jne.v7i1.26796.
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The development of urban community needs for increasing self-competence is a great opportunity for Non-Formal Education (NFE), but the NFE program organized by Community Learning Centre (CLC) has not been able to answer. It needs the right strategy to develop NFE programs that are in accordance with the needs of urban communities, namely entrepreneurship. The research objective was to reveal the urban area entrepreneurship based NFE program development strategy carried out by CLC. The research used a descriptive qualitative approach, with the following research results. Entrepreneurship-based NFE program development strategy through stages; (1) strategy formulation which includes activities to identify potentials, formulate the vision, mission and objectives of the CLC institution, identify internal and external conditions of the CLC institution, select strategies, formulate strategies. (2) Implementation of culinary entrepreneurship strategies with attention to urban problems, effective organizational structures, marketing programs, budgets, developing management information systems, and linking with performance. (3) Evaluation of culinary entrepreneurship strategies; the effectiveness of the process and the achievement of results, namely the learning community has skills as a provision for entrepreneurship. This NFE program management strategy can solve the problem of unemployment, and for CLC institutions to develop and become independent. The conclusion is that the strategy of developing the NFE program based on entrepreneurial skills can create graduates who are ready to become entrepreneurs. So that graduates can provide benefits for their own life and social environment.
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Trueman, Myfanwy M., Nelarine Cornelius, and Alison J. Killingbeck-Widdup. "Urban corridors and the lost city: Overcoming negative perceptions to reposition city brands." Journal of Brand Management 15, no. 1 (August 27, 2007): 20–31. http://dx.doi.org/10.1057/palgrave.bm.2550107.
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Richter, Ralph. "Industrial Heritage in Urban Imaginaries and City Images." Public Historian 39, no. 4 (November 1, 2017): 65–84. http://dx.doi.org/10.1525/tph.2017.39.4.65.
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Both the German city of Dortmund and the Scottish metropolis of Glasgow were powerhouses of the industrial era. Yet today the cities deal with their industrial legacies in completely different ways. Whereas Dortmund highlights its industrial history in official representations and preserves significant industrial relics, Glasgow omits the industrial past in its branding strategy and has removed almost all industrial remnants. I argue that each city’s presentation of its industrial history corresponds with the inhabitants’ attitudes towards this past rather than being merely dictated by political elites or marketing experts. In Dortmund, the embrace of industrial heritage is an expression of its significance for the city’s collective identity and proof of authenticity, whereas in Glasgow industrial legacies are perceived as a social stigma.
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Warnaby, Gary. "Of time and the city: curating urban fragments for the purposes of place marketing." Journal of Place Management and Development 12, no. 2 (June 3, 2019): 181–96. http://dx.doi.org/10.1108/jpmd-08-2018-0063.
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Purpose This paper aims to analyse the place marketing potential of historic urban “fragments”, with particular reference to old corporate identity symbols still extant in urban space. Design/methodology/approach Following a discussion of theoretical context, specifically incorporating spatial semiotics and psychogeography, the paper constitutes an interpretive account of a “tour” around the city of Manchester, UK, apprehending and discussing various historic corporate identity fragments still visible in the city. Findings Historic corporate identity fragments are identified and outlined, and issues arising from their continued existence, in terms of, for example, what constitutes heritage, and how this heritage can be used for the creation of urban distinctiveness (or genius loci) for the purposes of place marketing/branding are discussed. Originality/value The potential of heritage to be incorporated into the “representation work” of those responsible for urban management/marketing is highlighted, along with the need for such heritage fragments to be “curated”, if their full potential in this regard is to be realised.
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Gerasimenko, Olga Aleksandrovna, and Boris Aleksandrovich Tkhorikov. "Content analysis, key events and approaches of geomarketing in market strategic planning system." Vestnik of Astrakhan State Technical University. Series: Economics 2020, no. 3 (September 30, 2020): 79–86. http://dx.doi.org/10.24143/2073-5537-2020-3-79-86.
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The article presents the results of a study of strategic business planning (a compromise between resource capabilities and competencies and skills of strategy implementation) in modern conditions of economic development. Strategic planning is understood as long-term planning with elements of foresight for building a system of partnerships for the future development of the company. The classical stages of the formation of strategic planning are generalized (budgeting and control - analysis of external conditions; long-term planning - extrapolation of business trends; strategic planning - the focus of scientific attention is shifted to the internal environment of the organization; strategic market management - ignoring external and internal criteria), the focus of scientific attention is in the area of strategic marketing analysis and the peculiarities of the application of its methodology and tools in business planning (policy, strategy, tactics, operational control). The current problems of entering the market have been systematized, including: a high level of business competition, a large number of homogeneous companies offering an approximately similar / homogeneous list of goods / services, practically no barriers to entry into the market, the effective implementation of which requires a reasonable choice of sustainable strategies and a scientific approach to determine the optimal place of sale. Geomarketing is a special element in the implementation of competitive strategies, as a tool for flexible response, integration into the system of strategic planning and improvement of marketing approaches and theories. There have been generalized the marketing theories (spatial, neoclassical) and indicated geomarketing milestones (natural trade near major roads and places of residence of people; development of production processes and complication of partnerships; focus on the accumulation and number of customers, traffic; development of urban agglomerations, landmark on developed infrastructure).
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Chang, Tsen Yao, Kuo Li Huang, and Kung Hung Chen. "Culture-Driven Product: Creating an Cultural Engagement with Historical Heritage." Applied Mechanics and Materials 311 (February 2013): 366–71. http://dx.doi.org/10.4028/www.scientific.net/amm.311.366.
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While facing an increasingly borderless competitive global economic environment, the development of culture-driven products industries has become the dominant issues of the local economic policy. Attracting tourism by pushing the interest of people to the local culture, particularly through consuming experiences of culture-driven products, is a current trend in urban competitiveness. Cultural products are popular instruments representing local culture. They translate messages, narrate memories and historical events, and establish an emotional connection with people. This study explores the possibility of using cultural products as a city marketing strategy for the former Tainan State Magistrate Residence, which can be integrated with other cultural zones to represent Tainan City. The Tainan City government registered it as a city-level historical heritage site and completed its restoration and reuse plan in 2000. However, no practical marketing strategy has been formulated to promote the site and to raise cultural awareness among both locals and tourists. The present study adopts an empirical case generated from an outing course: a one-day cultural learning tour involving 61 student participants in the former Tainan State Magistrate Residence. Many rich identifiable cultural features were derived from the experience of the participants, which were transformed into unique and irreplaceable cultural product ideations. The findings of the case study provide a clear understanding of the dynamic relationship among cultural products, city heritage, and city marketing, which strengthens the potential of cultural storytelling through the design of cultural products for city image promotion and urban regeneration. They provide practical designers, urban planners, and policy makers a view of the importance of cultural communication media through products.
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HELLER, MICHAEL. "Suburbia, marketing and stakeholders: developing Ilford, Essex, 1880–1914." Urban History 41, no. 1 (April 23, 2013): 62–80. http://dx.doi.org/10.1017/s0963926813000400.
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ABSTRACT:This article examines the development and marketing of suburbia through a case-study of the suburb of Ilford, Essex, between 1880 and 1914. It discusses how Ilford positioned itself, the white-collar clerical workers it targeted, its principal developers and the marketing and development strategies it pursued. It is argued that Ilford achieved success through a comprehensive and integrated marketing strategy which involved a policy of clear positioning, alignment with its target market, close co-operation between its principal stakeholders and the implementation of long-term, sustainable policies.
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Platt, Louise. "Review of Urban Strategies for Culture-Driven Growth: Co-Creating a European Capital of Culture." Place Branding and Public Diplomacy 13, no. 4 (May 11, 2017): 376–77. http://dx.doi.org/10.1057/s41254-017-0059-5.
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Хорохова, Е. В. "Marketing in the Formation of the Architectural and Spatial Environment of the City of Chelyabinsk." НАУЧНЫЙ ЖУРНАЛ СТРОИТЕЛЬСТВА И АРХИТЕКТУРЫ, no. 3(63) (September 24, 2021): 137–48. http://dx.doi.org/10.36622/vstu.2021.63.3.013.
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Постановка задачи. Работа посвящена выявлению элементов архитектурно-пространственного маркетинга городской среды Челябинска в связи с необходимостью реализации стратегии пространственного развития России и приоритетного федерального проекта «Формирование комфортной городской среды». Для выявления элементов маркетинга в городской среде были рассмотрены: стратегии развития города и области, действующие городские проекты и правила, примеры реализации существующих проектов, маркетинговые мероприятия, элементы историко-культурного наследия. Результаты. При организации архитектурно-пространственной среды Челябинска было выявлено наличие элементов архитектурно-пространственного маркетинга, которые отмечены в указанных документах, в реализации некоторых пунктов документов, в отношении к историко-культурному наследию города. Выводы. Отмечается, что городу необходима разработка концепции на основе применения элементов архитектурно-пространственного маркетинга для создания единого облика. Statement of the problem. The article is devoted to identifying the elements of architectural and spatial marketing of the urban environment of Chelyabinsk in connection with the need to implement the spatial development strategy of Russia and the priority federal project «Formation of a Comfortable Urban Environment». To identify the elements of marketing in the urban environment, the following were considered: development strategies of the city and the region, existing city projects and rules, implementation of existing projects, marketing events, elements of historical and cultural heritage. Results. When organizing the architectural and spatial environment of Chelyabinsk, the presence of elements of architectural and spatial marketing, which are noted in the above documents, in the implementation of certain paragraphs of the documents, in relation to the historical and cultural heritage of the city, was revealed. Conclusions. The article notes that the city needs to develop a concept based on the use of architectural and spatial marketing elements to create a single look.
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Bapat, Dhananjay. "Customer acquisition at Abhyudaya Co-operative Bank Ltd." Emerald Emerging Markets Case Studies 4, no. 4 (October 8, 2014): 1–14. http://dx.doi.org/10.1108/eemcs-07-2013-0140.
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Subject area Marketing, Banking. Study level/applicability Post Graduate Programme, MBA, BBA. Case overview On 27 June 2011, Abhyudaya Bank, a leading urban cooperative bank, opened its 101 new branch at Diva, which is on the outskirts of Mumbai city in India. Diva area is populated but has less number of bank branches. The bank planned to surpass its earlier record of customer acquisition in branches which were newly opened at Marve Link Road and Jogeshwari in Mumbai. According to Mr Morye, Managing Director, Abhyudaya Bank, “With the expanding horizons, continuous developments and competition, the bank proposes to become full-fledged financial service provider, fulfilling requirements of customers and other stakeholders by providing all allied services, as permitted by the regulatory authorities. The Bank has adopted advanced technology for providing faster and convenient services to clients. These major long term proposals will enable the bank to increase its market share and better fulfillment of expectations of all the stakeholders.” The case introduces the structure of urban cooperative banks of which Abhyudaya Cooperative Bank is a part. The case provides the key highlights of the bank and discusses the catalyst role of planning and marketing department for branches to achieve its target and how the bank implemented unique and differentiated strategy involving employees of the banks. Employees form an important asset for banks, and banks need to utilize their potential in creating long-term and sustainable relationships with customers. The case examines how the branch can benefit from detail area-wise planning capturing the potential. Branch area planning is a unique exercise covering the branch potential analysis and a new branch manager must utilize it for acquiring higher number of customers. Regardless of the branching, a bank seeking to expand its branch operations faces a number of important decisions. As the area develops, a bank branch decides to take up appropriate strategy with an objective to move its base of operations to attract new customers in a new area and thereafter maintain its existing ones. Expected learning outcomes The case is suitable for students pursuing a post-graduate course in bank marketing, banking postgraduate and MBA course in strategic management and marketing management. The case presents an opportunity to assess the strategy adopted by the bank for new branch launch and evolving role by a marketing function in a bank. Supplementary materials Teaching Notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.
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Taufique, Khan Md Raziuddin, and Shahidul Islam. "Green marketing in emerging Asia: antecedents of green consumer behavior among younger millennials." Journal of Asia Business Studies 15, no. 4 (February 4, 2021): 541–58. http://dx.doi.org/10.1108/jabs-03-2020-0094.
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Purpose Rapid economic growth, urbanization, growing population and resulting overconsumption have led to the severe environmental vulnerability of some south Asian countries, further accelerated by the impact of climate change. Bangladesh is one such country that has been recognized by the United Nations Framework Convention on Climate Change as one of the most environmentally vulnerable in the world. A significant amount of environmental deterioration is reportedly due to consumption-related activities. This study, therefore, aims to understand the antecedents of green consumer behavior among young urban consumers, an emerging and environmentally promising market in Bangladesh. Design/methodology/approach This study uses the theory of planned behavior to integrating environmental attitudes, subjective norms, perceived consumer effectiveness and behavioral intentions in its conceptual model to examine their influence on green consumer behavior. Data were collected from 206 young urban consumers (18–24 years of age) from the capital city of Bangladesh. Covariance based structural equation modeling was used to analyze the data. Findings The subsequent results suggest that perceived consumer effectiveness and subjective norms have a direct positive influence on green consumer behavior, while the direct effect of environmental attitudes is insignificant. Practical implications Based on the key finding that one of the strongest antecedents is perceived consumer effectiveness, marketers could inspire young urban consumers by applying self-directed appeal to induce green consumer behavior. Originality/value This study is one of the first studies examining the antecedents of green consumption behavior using the framework of the theory of planned behavior that integrates both behavioral intention and reported behavior in the context of young urban consumers in South Asia. An insignificant direct influence of attitudes on green consumer behavior reinforces the attitude-behavior gap, specifically among young urban consumers in a collective society. The strong positive influence of perceived consumer effectiveness on green consumer behavior, on the other hand, extends the existing green consumer literature by empirically supporting the need for enhancing self-efficacy among young consumers to persuade them to practice green consumer behavior, especially where individuals face severe challenges of climate change and environmental deterioration.
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Lekhanya, Lawrence Mpele, and Roger B. Mason. "The use of marketing strategies by Small, Medium and Micro Enterprises in rural KwaZulu-Natal." Southern African Journal of Entrepreneurship and Small Business Management 6, no. 1 (December 31, 2013): 39. http://dx.doi.org/10.4102/sajesbm.v6i1.32.
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<p>This paper examines the use of marketing strategies by Small, Micro and Medium Enterprises (SMMEs) in rural areas and identifies how they are limited by various internal and external factors. The study aimed to determine whether rural SMMEs have formal marketing strategies, the factors that constrain their marketing activities, their understanding of what marketing entails and the marketing communications techniques that they use. The study was conducted in rural KwaZulu-Natal (KZN), using a survey method. The sample consisted of 374 SMME owners/managers, selected using quota sampling, with respondents completing a questionnaire with the assistance of an interviewer. The results of the research revealed that marketing knowledge and expertise is lacking, with limited use of marketing strategies by the rural SMMEs. The paper will benefit SMME marketers by assisting them to better understand the marketing tactics to use, dependent on the nature of their environment. Most work on SMME marketing has concentrated on urban entrepreneurial marketing, with little emphasis on marketing strategies used in rural areas. Findings were limited by the study’s exploratory nature and the small sample. Further research with larger samples and the consideration of other provinces is recommended.</p><p><strong>Keywords</strong> – Marketing strategy, Rural, Marketing tactics, South Africa, SMME, KZN</p>
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AGHA, SOHAIL, and DOMINIQUE MEEKERS. "THE AVAILABILITY OF SOCIALLY MARKETED CONDOMS IN URBAN TANZANIA, 1997–99." Journal of Biosocial Science 36, no. 2 (February 17, 2004): 127–40. http://dx.doi.org/10.1017/s002193200300614x.
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The objective of this study was to evaluate trends in the availability of socially marketed condoms in urban Tanzania, and to assess the effect of changes in the social marketing programme’s strategy for distributing condoms to retail outlets. Three retail outlet surveys conducted in urban Tanzania in 1996/97, 1998 and 1999 were analysed. Multiple Classification Analysis (MCA) was used to determine changes in availability of condoms, after adjusting for differences in the composition of the samples. Consistent with the changes in the condom social marketing distribution system, the proportion of condom outlets that were supplied by wholesalers increased from 42% in 1997 to 60% in 1999. The increasing use of wholesalers allowed sales agents to devote more time to opening new outlets. Hence, the percentage of outlets that had been solicited to sell condoms by social marketing condom sales persons increased from 14% in 1997 to 25% in 1999. Following these changes in the distribution system, the percentage of outlets selling socially marketed condoms increased from 25% to 32% between 1997 and 1998, and stabilized at that level. More detailed examination showed that availability of socially marketed condoms increased significantly in most non-traditional outlets, and in all regions of the country. In conclusion, distribution survey data indicate that changes in the distribution system increased the role of wholesalers, and enabled sales teams to allocate more time to soliciting new condom outlets. Concurrent with these changes, the availability of socially marketed condoms in non-traditional retail outlets increased significantly. Regular monitoring of condom availability can ensure that any emerging supply problems are identified and remedied quickly.
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Tegtmeyer, Lina L. "Tourism aesthetics in ruinscapes: Bargaining cultural and monetary values of Detroit’s negative image." Tourist Studies 16, no. 4 (July 31, 2016): 462–77. http://dx.doi.org/10.1177/1468797615618100.
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Based on the premise that pictures are not only culturally but also economically meaningful in the context of tourism, this article proposes a rearrangement of MacCannell’s model “semiotics of attraction” to discuss current negotiations of meaning of sight/site marking with urban photography. In Detroit, the city’s negative image has changed from ill-reputed urban wasteland to picturesque ruinscape of “America’s Great Comeback City.” Turning the post-industrial shrinking city into a tourist attraction has not resolved socio-economic problems but instead commodified them. Carving out the underlying neoliberal ideology in cultural meaning of urban decline at the example of Detroit’s changed image, this article puts forth to debate in how far tourism shifts from being a leisure activity to being a marketing strategy and what that means for negotiations of cultural values through tourism semiotics, the significance of photography, and the visual in urban tourism, and eventually for the significance of tourism in urban development.
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Bhatia, B. S., and Anupam Bawa. "Comparison of Rural and Urban Consumer Behaviour in Punjab and Chandigarh: An Empirical Study." Management and Labour Studies 27, no. 3 (July 2002): 149–76. http://dx.doi.org/10.1177/0258042x0202700302.
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The region of Punjab and Chandigarh does not show the type of differences in consumer behaviour that are normally expected in a rural urban market comparison in India. In fact, the rural market shows more similarities than differences with the urban market. Many of these similarities are in those aspects about which earlier writers had found great differences, e.g. frequency of purchase, type of distribution outlet patronised, brand loyalty, exposure to advertisements, to name but a few. No stark differences in consumer behaviour were found on comparing the rural market with the urban market. The distinctive features of this region, including its prosperity and well connectedness may be responsible for these findings. The findings of this study have a bearing on the marketing strategy that should be designed for geographic region.
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Halme, Juha. "Discursive construction of the legitimacy of a place marketing project: the case of North Karelia." Journal of Place Management and Development 10, no. 1 (March 6, 2017): 61–72. http://dx.doi.org/10.1108/jpmd-04-2016-0014.
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Purpose The purpose of this paper is to theoretically explain the significance of discourse for the construction of the legitimacy of place marketing practice, and to illustrate empirically how this is done in a “genre of strategy”. Design/methodology/approach The paper applies a critical discourse analysis perspective, and utilises a theoretical framework of four legitimation strategies of authorisation, moral evaluation, rationalisation and mythopoesis to analyse how the legitimacy of a place marketing project carried out in the region of North Karelia, Finland, is discursively constructed within strategic documents of the project. Findings Several discursive legitimation strategies were recognised. The authority of the project was constructed by referring to the organisational context of the project, while rational and moral legitimation strategies drew from hegemonic discourses of regional competitiveness, attractiveness and cooperation. These discourses were further connected to discussions of contemporary regional development in Finland and in Europe. Research limitations/implications While the paper underlines the significance of the “genre of strategy” for the discursive legitimation of place marketing projects, it points out that it does not extend to cover the reception or change over time of the legitimation strategies, that should be addressed in further studies. Originality/value The paper presents an original perspective on legitimacy of place marketing projects by introducing discourse as a central element in the construction of legitimacy. This is especially useful for critical purposes, as it allows the discourses that legitimise place marketing practice to be placed under scrutiny, hence opening up the possibility for alternative discourses to emerge.