Urban Marketing

Author: Zhou Wenhui
Publisher:
Publish Date: 2004-11-01
Features: The competition among Chinese cities for resources such as capital, technology, and talent has become increasingly fierce, and marketing has also garnered more attention from urban operators. The author has long been dedicated to the research and practice of local marketing management in China. For the first time, this book presents a professional marketing management framework, combining the characteristics of urban marketing, and explores the city's resources, customers, and competitors from a three-dimensional perspective. It integrates marketing strategy, tactics, and the theoretical framework of marketing management systems, as well as case studies of urban marketing, creating a cohesive and comprehensive approach.