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Erim - 08 omslag Braun +CORR:Erim omslag Braun 15-10-2008 14:52 Pagina 1 B&T28538 - Erim Omslag Braun 15okt08 CITY MARKETING 142 ERIK BRAUN TOWARDS AN INTEGRATED APPROACH This book deals with city marketing: cities making use of marketing ideas, concepts and tools. Marketing has proved its value in the business environment, but what about apply - ing marketing in the context of cities? How can cities make effective use of the potential City Marketing of marketing? ERIK BRAUN - City Marketing The first contribution of this study is the development of a clear concept of city marke- Towards an integrated approach ting that is based on a customer-oriented perspective, which acknowledges the impor - tance of perceptions of places in the decision-making process of the city’s customers, and which delineates urban products. The analysis results in a framework for city marketing management that distinguishes between city marketing activities that need more over - sight and central coordination and those activities which are best dealt with close to groupings of specific customers. It is argued that the effective use of city marketing requires a more integrated approach to city marketing. This integrated approach rests upon two dimensions. The first is the embeddedness of city marketing in urban governance – the fit of city marketing in the ERIM city’s wider policy framework. The second concerns supportive factors for city marke ting management. Next, the study has identified four factors that stimulate and contribute to the embeddedness in urban governance and another four that are supportive factors for city marketing management. Design & layout: B&T Ontwerp en advies (www.b-en-t.nl) Print: Haveka (www.haveka.nl) Design & layout: B&T Ontwerp en advies (www.b-en-t.nl) The empirical part of the thesis contains a comparative analysis of the city marketing experiences in Basel, Birmingham, Göteborg and Rotterdam. The empirical analysis supports the idea that these eight factors indeed contribute to the embeddedness in urban gover- nance and are supportive for city marketing management. Hence, an integrated approach to city marketing is a necessary condition for the effective use of city marketing. The study is relevant for academics, but it also provides cities with a concept for city marketing and eight critical factors for its effectuation. ERIM The Erasmus Research Institute of Management (ERIM) is the Research School (Onder - zoek school) in the field of management of the Erasmus University Rotterdam. The founding participants of ERIM are Rotterdam School of Management (RSM), and the Erasmus School of Econo mics (ESE). ERIM was founded in1999 and is officially accredited by the Royal Netherlands Academy of Arts and Sciences (KNAW). The research undertaken by ERIM is focussed on the management of the firm in its environment, its intra- and interfirm relations, and its business processes in their interdependent connections. The objective of ERIM is to carry out first rate research in management, and to offer an ad vanced doctoral pro gramme inResearch in Management. Within ERIM, over three hundred senior researchers and PhD candidates are active in the different research pro- grammes. From a variety of academic backgrounds and expertises, the ERIM community is united in striving for excellence and working at the forefront of creating new business knowledge. Erasmus Research Institute of ManagementErasmus Research - ERIM PhD Series Research in Management Erasmus Research Institute of Management - ERIM Tel. +31 10 408 11 82 ERIM Rotterdam School of Management (RSM) Fax +31 10 408 96 40 Erasmus School of Economics (ESE) E-mail [email protected] P.O. Box 1738, 3000 DR Rotterdam Internet www.erim.eur.nl The Netherlands City Marketing Towards an integrated approach 1 2 City Marketing Towards an integrated approach Citymarketing Naar een geïntegreerde aanpak Proefschrift ter verkrijging van de graad van doctor aan de Erasmus Universiteit Rotterdam op gezag van de rector magnificus Prof.dr. S.W.J. Lamberts en volgens besluit van het College voor Promoties. De openbare verdediging zal plaatsvinden op donderdag 30 oktober 2008 om 16.00 uur door Erik Braun geboren te Rotterdam 3 Promotiecommissie Promotor: Prof.dr. L. van den Berg Overige leden: Prof.dr. J. van der Borg Prof.dr. G.A. van der Knaap Prof.dr.ing. G.R. Teisman Erasmus Research Institute of Management (ERIM) RSM Erasmus University / Erasmus School of Economics Erasmus University Rotterdam Internet: http://www.erim.eur.nl ERIM Electronic Series Portal: http://hdl.handle.net/1765/1 ERIM PhD Series in Research in Management, 142 ISBN 978-90-5892-180-2 Design: B&T Ontwerp en advies www.b-en-t.nl / Print: Haveka www.haveka.nl Cover Photo: Wilhelminahoofd op de Kop van Zuid in Rotterdam, by Hannah Anthonysz © 2008, Erik Braun All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means electronic or mechanical, including photocopying, recording, or by any information storage and retrieval system, without permission in writing from the author. 4 To my father 5 6 Table of Content 1 Introduction........................................................................................................1 1.1 Background ........................................................................................................1 1.2 Problem statement..............................................................................................4 1.3 Research questions and research objectives.......................................................4 1.4 Outline of the book............................................................................................6 2 Urban dynamics and the need for city marketing ..............................................9 2.1 Introduction........................................................................................................9 2.2 The Urban Life Cycle Theory............................................................................9 2.3 The Stages of Urban development ...................................................................10 2.4 Contemporary challenges to cities ...................................................................13 2.5 A first assessment of the implications for cities and city marketing................18 2.6 City typologies and city marketing ..................................................................21 2.7 Urban dynamics and city marketing: conclusion.............................................28 3 Towards a concept for city marketing..............................................................29 3.1 Introduction......................................................................................................29 3.2 City marketing: what’s in a name?...................................................................29 3.3 Main developments in the city marketing debate ............................................31 3.4 City marketing and the marketing domain.......................................................37 3.5 Towards a concept of city marketing...............................................................42 3.6 The added value of city marketing...................................................................45 3.7 Towards a concept for city marketing: conclusion ..........................................47 4 Putting the city’s customers central .................................................................49 4.1 Introduction......................................................................................................49 4.2 Who are the customers of the city?..................................................................49 4.3 Understanding the city’s customers: what are they looking for in a city?.......52 4.4 Understanding the city’s customers: a closer look...........................................60 4.5 The city’s customers: analysis and conclusions...............................................66 5 The city’s products...........................................................................................69 5.1 Introduction......................................................................................................69 5.2 The city’s product(s): a first assessment ..........................................................69 5.3 Towards a customer-oriented view on the city’s products...............................75 i 9 5.4 The city’s products: analysis and conclusion...................................................78 6 A closer look at city marketing management...................................................81 6.1 Introduction......................................................................................................81 6.2 Marketing management as a strategic planning cycle......................................81 6.3 Urban governance ............................................................................................82 6.4 Marketing management in a network setting...................................................87 6.5 A closer look at the coordination and allocation of city marketing activities..88 6.6 Marketing activities for particular customer groups ........................................89 6.7 City marketing activities relevant for more than one (generic) customer group ..........................................................................................................................91 6.8 Three other relevant city marketing tools ........................................................96

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