City marketing

City Marketing is a tool to deal with the impending loss of competitiveness in the city competition on the one hand, the planning of emergency inside the other. When city marketing by viewing the city as a product. The product " city " is to provide an attractive and diverse range. This problem is not only with the leaders in municipal councils and administrations, but equally in the catering, the hotel trade, the local retail and other sectors of the economy, which together provide the look and appearance of the city and thus the so-called Outlook of the city as a kind of corporate form design. Numerous city marketing organizations are City and City Marketing Germany eV organizes the Professional Association National Association provides opportunities to share experience and training and represents the interests of city marketing actors at the federal and state level.

Objectives

Claudia Bornemeyer created in your book confirmation in the city marketing a list of objectives based on relevant city marketing literature and sets the following goals of a successful city marketing:

Target groups

The target groups can be, divided according to the sub-areas or fields of action of city marketing in four main target groups.

Other external target groups are: potential investors, commuters and residents in the surrounding areas, federal and state governments, national media and tour operators. Other internal target groups are: local media, travel agencies, educational institutions, associations and organizations, social institutions.

Sections of city marketing

There are a variety of different terms that relate to the marketing of cities. The following table illustrates a same concept partly different situations. Often, for example, the concept of city marketing is equated with the much narrower City or downtown marketing. However, city marketing provides strategies for the marketing of cities in their entirety dar. portions that are integrated into the urban marketing concept:

Location Marketing

Location Marketing is aimed at companies with the aim to attract new businesses. Geared towards the regional, national or international market location decisions should be influenced in favor of their own city and existing sites in the city to be saved. It is not only the procurement and marketing of land for the settlements task pane. Also, land recycling, project development, taking care of business in contact with the local government, as well as the influence of urban development to improve the site conditions are the responsibility of location marketing.

In the context of location marketing based company and potential relocations already been addressed. The aim is to improve their binding site and to make them multiples of one's business location. Through joint projects such as award ceremonies, meetings, industry round tables, these companies are active partners in the city marketing process.

City marketing (also downtown Marketing)

City Marketing is primarily associated with a coordinated urban retail trade and tourism marketing and is consequently in content and in particular spatially marginalized is defined as city marketing. City Marketing is so much more focused on the retail and tourism development as a city marketing. City marketing is to increase the attractiveness of the task of the center in order to attract customers and visitors flows into the city center and to bring about a revival of the City in economic and cultural terms. In contrast to the City management that has similar aims, but in most cases the private sector is organized and sponsored by local retail associations, marketing associations and similar business collaborations, city marketing is often operated by the City policy or management, although in general, external consultants to the processing and implementation of a city marketing concept are commissioned.

District marketing

District marketing is implementing the comprehensive marketing concept of the city for the downtown subordinate sub-centers in the various districts. It is similar to the City of marketing, even if the actors, influencing factors and target groups are partly different. District marketing counteracts the risks resulting from the concentration of City Marketing to City policies; because both between the City and sub-centers of a city (neighborhoods, districts ) as well as between the various sub-centers itself is an intra- municipal competition: " What good is a community site that others do not use, but can hurt them directly through loss of purchasing power. " ( Schenk, supra, p 14)

Tourism Marketing

The Tourism Marketing pursues the objective of increasing arrivals and overnight stays of foreign guests. Main target groups are private business and leisure travelers, including visitors of trade fairs, conferences and congresses. The most important cooperation partners in the tourism marketing are top performers in the city, such as hotel and restaurant establishments, travel and conference organizers, and transport operators. For example, a hotel route is often established in cooperation of the local hotels. Often tourism marketing in a separate company is concentrated. In tourism marketing, a distinction in Push-Pull and Push Pull Marketing depending on the direction of marketing. For the city's tourism marketing, especially the pull marketing is crucial. Literally translated to tourists are "dressed". But the pull push marketing in collaboration with major transport service providers such as airlines or train is promising for cities.

Marketing management

Marketing management means the optimization of local government to the interests of the citizen. It requires the identification of demand for municipal services with optimum concentration of resources. Marketing can be directed both internally and externally. HR marketing and purchasing marketing directed to the administrative staff, on the other hand provide the design of the exchange relationships with users and partners, especially the performance management are typical examples of outside -oriented management marketing principal aim is positively differentiate the services offered by the municipality from the competition cities, optimal use of local services and facilities and residents and other users to satisfy.

Communal Marketing

Municipal Marketing operates the marketing of public institutions such as the urban public transport, theaters, museums and other public establishments.

History of city marketing

Until the mid- 1970s, the city had development planning expansive urban expansion or reconstruction as the main content, while little reference to the individual interests of business and citizens. Through a worse financial situation of the municipalities in the 1980s, there was a phase in which the urban development planning, focusing on smaller, more manageable projects limited ( living environment improvements, traffic calming ). The planning regarding the total city faded into the background. At the same time the discussion and implementation of urban marketing, city marketing and city management is modeled on the United States and the United Kingdom on the basis of tracking the private sector marketing began. Since the early 1990s, city marketing is widely used as a tool of urban development. Mid-1990 already translated more than 80% of the cities and municipalities with more than 10,000 inhabitants, city marketing in various forms as a tool of urban development or planning to operate. In the 2000s, has been recorded by the limited financial situation of the municipalities a certain stagnation.

Slogans

• Amsterdam: I amsterdam (2008)
• Berlin: Berlin is, be berlin (2008); Berlin is worth a visit (1955 )
• Bischofswerda: Open to ideas
• Blomberg: Small town that has it all
• Brachelen: Brachelen - Here is beautiful et
• Brack home: " Heuss and wine town of brackish Home "
• Braunschweig: Beautiful. Braunschweig ( 2005)
• Bruck an der Mur Bruck connects people (2006)
• Chemnitz: City of Modernity
• Coburg: Values ​​and Change
• Delmenhorst: Because it works
• Dietz Bach: Right in the middle Rhein Main
• Dudweiler: A fine piece of Saarbrücken
• Eisenach Eisenach - the Wartburg City (2007)
• Friedrichshafen: Lake view with foresight
• Gifhorn Gifhorn inspires
• Creates City of Science: Göttingen
• Gütersloh: Li (s) benswertes Gütersloh
• Halle ( Saale): Hall, city (2008)
• Hamburg: Hamburg: Farsighted Growth (2009), the high in the north, the gateway to the world ( unofficially, common )
• Hanau: Brothers Grimm Town
• Salzwedel: Salzwedel - The Baumkuchen city
• Haselünne: stadtmarketing Haselünne - always one idea faster!
• Hattengehau: Our village is small
• Heiligenstadt: Joy of life in the middle
• GER: GER - always different
• Hückeswagen: Hückeswagen - live, love &
• Relationships: The Shepherd City
• Ibbenbüren: Ibbenbüren - The High in Münster
• Jena: Jena - the better
• Karlsruhe: much before. much behind.
• Kiel: Kiel. Sailing City.
• Koblenz: magnet at Deutsches Eck, the city to stay
• Krefeld Krefeld - city such as velvet and silk
• Laatzen: City of the Senses
• Langen ( Hessen): ideas meet people
• Leipzig: Leipzig is coming! ( 1990 ), Leipziger Freiheit
• Leoben: Leoben experience!
• Leopold Height: ... always at the height of
• Lüdenscheid: mountain town, city of light
• Luedinghausen: Real Luedinghausen
• Ludwigshafen: surprisingly different
• Magdeburg: Otto city of Magdeburg
• Mannheim: Life in the Square
• Merzig: The city with more possibilities!
• Minden min din - since 798 necessarily noticeable - worthy '!
• Munich: world city with a heart, Munich likes you / Munich loves you (2008)
• Niebüll: schön.weit.oben. (2004)
• Oberursel life. Quality. Future. (2008)
• Oelde: Versatile. Conceptions. Real.
• Oldenburg: City of Tomorrow. (2010)
• Perg: PERG - The city moved (1999)
• Paderborn Paderborn convinced
• Pforzheim: always in the thick
• Pirmasens Pirmasens the best in the world
• Regensburg: top along the Danube
• Reutlingen: at the foot of the Alps - the heart of life
• Rheine: Life on the river Ems (2003)
• Riesa: The City of Sports
• Rodgau: My city with heart
• Ruhr: A fine piece of Germany ( around 1995 ), The pot boils
• Schweinfurt: We have more in stock. Future is urban.
• Torgau: City of the Renaissance & Reformation
• Tübingen: Tübingen experience
• Vienna: Vienna is different
• Wolfach Where the Black Forest is charming
• Wolfsburg: " Impressive young"
• Würzburg Würzburg fun
• Wuppertal: Wuppertal - No one like us.

Terms

City marketing, district marketing, tourism marketing, management, Marketing, Communal Marketing, City Brand (city marketing)