Urban Marketing

The urban marketing is an approach which applies the techniques of the Marketing to the Promotion and the valorization of the cities. Urban marketing can be seen like an urban variation of the concept of territorial Marketing.

In space mondialized, with the increasing importance of the phenomenon of Métropolisation, the stake for the cities consists in attracting the men and the capital to consolidate their growth. In this context, the competition between the cities develops and techniques used in the economic world , whose Marketing, tend to impregnate the sphere of the urban decision makers.

Examples

Many campaigns of Publicité were and continue to be launched to convey or modify the Image cities.

The opening of new lines of Tramway can be seen like an operation of urban marketing. Thus the city Montpellier it put in circulation a vehicle of which the appearance was personalized by the manufacturer and who was decorated by an illustrator. It is a question well here of acting on the image of the city starting from a visible Means of transport in the streets, recognizable and whose positive image is closely associated with that of the city.

External bonds

Branding the city : thesis of doctorate, examples managerial and theory of the mark applied to the city

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