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The Role Of Urban Marketing In The Local Economic Development

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  • Gabriela Cecilia STANCIULESCU

    ()
    (Academy of Economic Studies, Bucharest, Romania)

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    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.

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    Bibliographic Info

    Article provided by Research Centre in Public Administration and Public Services, Bucharest, Romania in its journal Theoretical and Empirical Researches in Urban Management.

    Volume (Year): 4 (2009)
    Issue (Month): 10 (February)
    Pages: 114-135

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    Handle: RePEc:rom:terumm:v:4:y:2009:i:10:p:114-135

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    Related research

    Keywords: city development; urban strategy; city image; city identity;

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    Cited by:
    1. Ruxandra Irina POPESCU & Razvan Andrei CORBOS, 2011. "Vienna`S Branding Campaign – Strategic Option For Developing Austria`S Capital In A Top Tourism Destination," Theoretical and Empirical Researches in Urban Management, Research Centre in Public Administration and Public Services, Bucharest, Romania, vol. 6(3), pages 43-60, August.

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