Sports and European Experience City Marketing

Author: (German) Leo Erik Alexander
Publisher:
Publish Date: 2006-10-01
Features: This book is a translation of the English edition with the same title. It introduces the urban backgrounds and cultures of five European cities—Barcelona, Helsinki, Manchester, Rotterdam, and Turin—and analyzes and evaluates their experiences in using sports marketing as a city development strategy. The book demonstrates the immense potential benefits of sports and their crucial role in urban marketing, revealing that in the contemporary world, developing sports and hosting sports events can promote the construction of urban infrastructure (including transportation, entertainment and leisure facilities, and sports facilities), improve the urban environment and the quality of public life, and serve to promote the city, develop tourism and various service industries, and drive urban development and progress. Currently, China is actively preparing for the 2008 Beijing Olympics. How to leverage this global mega-event to boost the development of Beijing and even the entire country—using sports to create a charming Beijing, market the city, and ultimately drive the prosperity and prosperity of the nation—makes this book highly valuable for reference.