THE ROLE OF URBAN MARKETING IN THE LOCAL ECONOMIC DEVELOPMENT

Gabriela Cecilia Stanciulescu ()
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Gabriela Cecilia Stanciulescu: Academy of Economic Studies, Bucharest, Romania

Theoretical and Empirical Researches in Urban Management, 2009, vol. 4, issue 10, 114-135

Abstract: Urban marketing is an indispensable element within the strategies for economic development of the cities, contributing to the overall vision of the strategy. This helps cities to accomplish many objectives (attracting new national or international companies, consolidate industrial infrastructure, developing tourism, diversifying and improving transport and health services), while they have to maintain a certain level or to cut off public expenses, and to face the harsh competition to attract new investors. The biggest challenges for urban marketing are changes occurred in market structure and dynamics, which exceed the response capacity of the cities. The sole existence of a developed industrial infrastructure is not sufficient for a community to reach the development goals, marketing must create the image, the message to be conveyed to potential investors. Urban strategic marketing is the most adaptable and productive approach of the problems that the communities face. Urban marketing became an extremely important economic activity and, in some cases, the main source of local welfare. Inside clients – oriented marketing is not only a technical problem, of marketing technique, messages and targets, but also one defining the city development in terms of value system of the public.

Keywords: city development; urban strategy; city image; city identity (search for similar items in EconPapers)
JEL-codes: L52 O18 R00 (search for similar items in EconPapers)
Date: 2009
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