Professional Documents
Culture Documents
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.
Urban market & its impact over the
compitition over the cities;
In the globalization era, characterized by
profound political and economical reforms of
which main objective is the increased
competitiveness, whether we talk about
goods, companies, cities or countries, the
proactive attitude and the marketing strategy
is a must in order to survive and develop.
Now more than ever the cities have become
brands of their one, because they are in an
endless competition for attention, investments,
inhabitants and tourists and the main
competitor is no longer the city located a
couple of kilometers away, but any city across
the globe. Cities and regions need competitive
strategies in order to attract more tourists,
investors and inhabitants and for this they
have to make a change in the decision makers’
attitude. The new city is no longer a plain
urban conglomerate; it becomes a Company, a
Product, and a Market depending on the target
group it applies to.
Urban market & its impacts over the
touristic attractiveness of the cities
Considering the current issues the urban
centers are dealing with, the amplified city
competitiveness and the increased demand of
qualitative public services, it appears the need
to apply new urban management approaches,
more oriented toward the market and the
current needs of the city. The competitive
environment pressure creates the need to pass
from an entirely administrative approach to a
more managerial one, in all aspects regarding
the current problems of the cities. Thus, the
urban stakeholders borrow more and more
often working methods and techniques
specific until now only for the private sector,
in order to increase the public service’s
performance and to sustainable develop their
community. Urban marketing came as a
natural response to the cities needs to bring
added value to their urban management
strategies. The final objective is to increase
the cities attractiveness for different target
groups: starting with the current and future
inhabitants, continuing with tourists and
finishing with potential investors, which by
relocating their business, could become a part
of the faster and more sustainable urban
development.