Urban Marketing (Series on Marketing Frontiers)

Author: Zhou Wenhui (Compiler)
Publisher:
Publish Date: 2005-01-01
Features: The competition among Chinese cities for resources such as capital, technology, and talent has become increasingly fierce, and marketing has also drawn more attention from urban operators. The authors of this book have long been committed to the research and practice of local marketing management in China. For the first time, they present a professional marketing management framework, combining the characteristics of urban marketing, and analyze it from three dimensions: urban resources, urban customers, and competitors. The book integrates marketing strategy, marketing tactics, and the theoretical framework of marketing management systems with case studies of urban marketing. This book is suitable for public administrators at various levels of government departments, students and faculty of marketing management, planners, marketing managers in the tourism industry, real estate industry, and other individuals interested in urban marketing.