Urban Marketing Strategy

Author: Liu Yanping
Publisher:
Publish Date: 2005-07-01
Features: Without a doubt, the book Urban Marketing Strategy holds landmark significance. It not only promises to bring practical inspiration to East Asia, the world's fastest-developing region, but also contributes to academic research in the complex field of urban development management. – Dr. Kunal Basu, Professor at the University of Oxford, a renowned marketing scholar.
The perspectives and research conclusions of Urban Marketing Strategy provide highly valuable tools for regional marketers to achieve more efficient methods and enhance marketing performance. – Dr. Zebor K. Rienestein, a distinguished urban marketing expert and member of the editorial board of PlaceBranding.
This is truly the first academic monograph in China on urban marketing. With a global academic vision, genius-level theoretical creation, and classic-style case studies, it will open up a bright future for the theoretical and practical development of urban marketing in China. – Dr. Ni Pengfei, a renowned expert in urban competitiveness and researcher at the Institute of Finance and Trade of the Chinese Academy of Social Sciences.
Urban marketing strategy refers to the process of research, planning, execution, and organizational control through which cities identify, discover, and create urban values and benefits based on the needs of their existing or potential target markets and competitive realities. By designing, producing, and providing urban products or services that better meet the specific needs of urban customers than competing cities, it aims to enhance urban competitiveness and promote urban development.
Based on cutting-edge international literature and the latest practical experiences, this book is the first to conduct an in-depth and systematic theoretical construction and empirical research on urban marketing strategy. It holds significant reference value for establishing specialized urban marketing strategic thinking and guiding urban marketing practices.
This book is suitable for leaders and staff of various government departments, research and consulting institutions, as well as enterprises, chambers of commerce, and intermediaries in industries such as tourism, investment, and foreign trade. It can also serve as a teaching reference for postgraduate or undergraduate students in relevant fields at universities.