scholarly journals The Ambiguities of ‘Sustainable’ Berlin

2020 ◽  
Author(s):  
Ares Kalandides ◽  
Boris Grésillon
Keyword(s):  
Environmental Planning ◽  
Marketing Strategies ◽  
City Marketing ◽  
Target Groups ◽  
Sustainable City ◽  
Sustainable Planning ◽  
Environmental Limits ◽  
The One ◽  
The City ◽  
Over Time

City Marketing has a strong tradition in Berlin, with two organisations, Berlin Partner and Visit Berlin, responsible for designing and implementing relevant strategies. Sustainability has been on and off the city marketing agenda, almost exclusively in its environmental dimension. In this article we examine the current representations of Berlin as a “sustainable city” in the official City Marketing strategies. We look at how sustainability is used and instrumentalized to create a specific city profile, and also to attract particular target groups in tourism. We propose an analysis of sustainable planning in Berlin since reunification, to show how it has moved into different directions over time and how this has (or has not) been followed by City Marketing. In this endeavour we move between the existing, and as we argue deeper and more sophisticated, environmental planning of the city on the one hand, and the reductions and simplifications of City Marketing representations on the other. Finally, we argue that there are inherent contradictions in marketing a sustainable city, where both in terms of tourism and economic development, the concept of growth seems to be reaching environmental limits.

scholarly journals The Ambiguities of “Sustainable” Berlin

2021 ◽  
Vol 13 (4) ◽  
pp. 1666
Author(s):  
Ares Kalandides ◽  
Boris Grésillon
Keyword(s):  
Environmental Planning ◽  
Marketing Strategies ◽  
The Other ◽  
City Marketing ◽  
Target Groups ◽  
Sustainable City ◽  
Sustainable Planning ◽  
Environmental Limits ◽  
The City ◽  
Over Time

City marketing has a strong tradition in Berlin, with two organizations, Berlin Partner and Visit Berlin, responsible for designing and implementing relevant strategies. Sustainability has been on and off the city marketing agenda, almost exclusively in its environmental dimension. In this article, we examine the current representations of Berlin as a “sustainable city” in the official city marketing strategies. We look at how sustainability is used and instrumentalized to create a specific city profile and also to attract particular target groups in tourism. We propose an analysis of sustainable planning in Berlin since reunification to show how it has moved into different directions over time and how this has (or has not) been followed by city marketing. In this endeavor, we move between the existing, and as we argue deeper and more sophisticated, environmental planning of the city on one hand, and the reductions and simplifications of city marketing representations on the other. Finally, we argue that there are inherent contradictions in marketing a sustainable city, where both in terms of tourism and economic development, the concept of growth seems to be reaching environmental limits.

scholarly journals Planning and Marketing the City for Sustainability:the Madrid Nuevo Norte Project

2021 ◽  
Author(s):  
Theodore Metaxas ◽  
Laura Juarez ◽  
Gaby Gavriilidis
Keyword(s):  
Marketing Strategies ◽  
City Marketing ◽  
Sustainable City ◽  
Local Authorities ◽  
International Context ◽  
The Sustainable Development ◽  
Local Residents ◽  
The Impact ◽  
The City

Madrid Nuevo Norte (Madrid New North) is an urban redevelopment program applied in the city of Madrid in Spain. In relevance with this, the aim of this paper is twofold: firstly, the project examines if Nuevo Norte project is aligned with the principles of sustainability. Secondly, the paper investigates the impact of Nuevo Norte on the application of city marketing strategies in Madrid. For that purposes, questionnaires were distributed through Internet in 122 urban developers and planners located in the Spanish capital. The results indicated that overall, Nuevo Norte contributes in the sustainable development of Madrid; however, concerns were identified regarding the budget and the timeline of the project. In addition, NNMP provides significant opportunities to local authorities to implement sustainable city marketing strategies, aiming to improve the competitiveness and the quality of life in the city of Madrid. To this end, it seems that city marketing, through the construction of Mega projects, should sift to sustainability, ensuring a better life for local residents and communities in general. The research is expected to assist local authorities in Spain to harness the potential of mega projects, such as Nuevo Norte, in designing city marketing strategies and to promote Madrid in an international context as a city that gives emphasis in urban sustainability.

scholarly journals Planning and Marketing the City for Sustainability: The Madrid Nuevo Norte Project

2021 ◽  
Vol 13 (4) ◽  
pp. 2094
Author(s):  
Theodore Metaxas ◽  
Laura Juarez ◽  
Gaby Gavriilidis
Keyword(s):  
Marketing Strategies ◽  
City Marketing ◽  
Sustainable City ◽  
Local Authorities ◽  
International Context ◽  
The Sustainable Development ◽  
Local Residents ◽  
The Impact ◽  
The City

Madrid Nuevo Norte (Madrid New North) is an urban redevelopment program applied in the city of Madrid in Spain. Regarding this, the aim of this paper is twofold: firstly, the project examines if the Nuevo Norte project is aligned with the principles of sustainability. Secondly, the paper investigates the impact of Nuevo Norte on the application of city marketing strategies in Madrid. For those purposes, questionnaires were distributed through the Internet to 122 urban developers and planners located in the Spanish capital. The results indicated that overall, Nuevo Norte contributes to the sustainable development of Madrid; however, concerns were identified regarding the budget and the timeline of the project. In addition, Madrid Nuevo Norte provides significant opportunities to local authorities to implement sustainable city marketing strategies, aiming to improve the competitiveness and the quality of life in the city of Madrid. To this end, it seems that city marketing, through the construction of mega projects, should contribute to sustainability, ensuring a better life for local residents and communities in general. The research is expected to assist local authorities in Spain to harness the potential of mega projects such as Nuevo Norte in designing city marketing strategies and to promote Madrid in an international context as a city that gives emphasis in urban sustainability.

Smart Urban Profiling And Management – New Insights For Enhancing Innovative And Sustainable City Development

2020 ◽  
Vol 9 (1) ◽  
pp. 36-46
Author(s):  
Rebecca Oberreiter
Keyword(s):  
Urban Development ◽  
Sustainable Urban Development ◽  
Management Model ◽  
City Management ◽  
City Marketing ◽  
City Development ◽  
Sustainable City ◽  
Framework Conditions ◽  
Fresh Impetus ◽  
The City

Rapidly changing framework conditions for city development such as globalization, demographic trends, deindustrialization, technological developments or the increasing urbanization as well as the economic, social and political changes are profound and change our urban life. This leads, that the cities of tomorrow will differ essentially from today´s city principles. Therefore innovative, strategically wise and quick action becomes a criterion for success. Here, more than ever, local conditions and requirements must be taken into account as well as global framework conditions. The responsible parties have to set the course so that the “City” remains competitive and sustainable in the future. Therefore, innovation processes and sustainable strategies for dealing with the diverse and complex agendas of a city in dialogue with those who are responsible for it must be initiated and management systems established so that new things can develop continuously and systematically. This work illustrates how the boundaries created to manage and market future liveable and sustainable city destinations are the root of the practical and academic problems that trouble city management these days.  This paper aims to develop the new integrated Smart Urban Profiling and Management model, which presents a new integrated approach for city marketing as an instrument of sustainable urban development. In this way, comprehensive research was conducted to evaluate if the holistic city marketing concept that integrates elements of smart city strategies and adaptive management is a more suitable instrument and integrative process than conventional city marketing in order to improve the sustainable urban development. Therefore, in this work, the designed “Smart Urban Profiling and Management model” for city management introduces an alternative and holistic perspective that allows transcending past boundaries and thus getting closer to the real complexities of managing city development in dynamic systems. The results offer the opportunity to recognize the city and consequently allow to developing successful strategies and implementation measures. This study targets to contribute to this endeavor in order to produce new impulses and incitements in the city management field and shall provide a fresh impetus for a new understanding of city marketing as the initiator of development processes, mobilization and moderator in concerning communication and participation processes. This paper is written from a perspective addressing those responsible for the city- management, city- & urban marketing and development.

Using Information Communication Technology to Decentralize City Marketing

2011 ◽  
pp. 357-378
Author(s):  
Bantu L. Morolong
Keyword(s):  
Communication Technologies ◽  
Capital City ◽  
Information Communication Technologies ◽  
Information Communication ◽  
City Marketing ◽  
Policy Makers ◽  
Key Stakeholders ◽  
The World ◽  
The City ◽  
Over Time

This chapter introduces the reader to the idea of city marketing. This idea has developed over time, globally, as cities continue to grow rapidly. The chapter assesses how city marketing as a concept and a practice has generally developed with particular reference to Botswana, Southern Africa. Using evidence from documented material this chapter critically reviews city marketing as perceived and applied by planners and policy makers. The chapter looks at how Information Communication Technologies (ICTs) can be used to market cities such as Gaborone, the capital city of Botswana. Literature and experiences from other parts of the world are used to underscore city growth as a serious development issue. City dwellers are identified as key stakeholders in city marketing because they have a more permanent association with the city in contrast to those who come into the city to visit or for business, tourism, and other purposes.

Official Tourism Web Sites and City Marketing

2011 ◽  
pp. 152-183 ◽  
Author(s):  
Pablo Díaz-Luque
Keyword(s):  
Web Sites ◽  
Marketing Mix ◽  
Marketing Strategies ◽  
The Internet ◽  
City Marketing ◽  
Large Cities ◽  
The World ◽  
Tourism Destinations ◽  
The Right ◽  
The City

Large cities are one of the most popular tourism destinations throughout the world. Business and leisure tourists visit these areas every year and before they travel there, they look for useful information on the Internet. This chapter analyses the tourism Web sites developed by Convention and Visitor Bureaus. These Web sites represent the official image of the city on the Internet and trough them tourism organizations can organize the marketing and mix strategy. The chapter studies the concept of a city as a tourism destination, the organizations that manage tourist activities, and the right marketing strategies to be developed on these official Web sites. The strategy begins with the market research to select the right marketing segments and it continues with the right actions from a marketing mix perspective. It means different options in terms of product-destination exhibition, price policies, commercialization, and communication actions.

scholarly journals The city marketing strategies of Porto Digital

2020 ◽  
pp. 1-25
Author(s):  
Tarciso Binoti Simas ◽  
Sônia Azevedo Le Cocq de Oliveira ◽  
Carlos Maviael de Carvalho
Keyword(s):  
Urban Planning ◽  
Real Estate ◽  
Social Organization ◽  
Observational Data ◽  
State Of The Art ◽  
Marketing Strategies ◽  
City Marketing ◽  
The Past ◽  
Central Actor ◽  
The City

Porto Digital was a policy implemented in 2000, and managed by a social organization (SO) with the initial objectives of inserting Pernambuco into the technology scenario and contributing to the revitalization of the district in the city of Recife known as Bairro do Recife. Over the past two decades, this SO has established itself as a central actor in urban planning, by associating state-of-the-art concepts into the debate on innovation. The aim of this paper is to demonstrate how these narratives have been used as city marketing. This was an explanatory research on the construction, evolution and main impacts of Porto Digital, enabled through the collection of bibliographic, documentary, interview and observational data. It may be perceived that a gentrification process has taken place with identity manipulation, an exodus of part of the population and the valorization of real estate chiefly for the consumption of companies. It may be understood that the instrumentalization of this innovation debate as city marketing has both boosted businesses and served as a smokescreen for social problems.

Teritoriální marketing v inovativních městech: Případová studie města graz

2021 ◽  
Author(s):  
Viktorie Klímová ◽  
Lucie Herbočková
Keyword(s):  
Social Networks ◽  
Inner City ◽  
Large City ◽  
City Marketing ◽  
Target Groups ◽  
Main Target ◽  
Marketing Activities ◽  
The City ◽  
Desk Research

The paper deals with the issue of city marketing. By its nature, this topic is gaining importance worldwide, especially in the practical sphere. The aim of the article is to demonstrate the implementation of marketing activities on the example of a large city, which is considered modern, open, environmentally friendly, and at the same time well-developed. The city of Graz in Austria was chosen for this case study. For this purpose, in-depth desk research was carried out. The city of Graz does not have an explicitly defined marketing strategy, but how it wants to present itself can be deduced from the Smart city strategy. The implementation of marketing activities is entrusted primarily to the municipal company Holding Graz. The main target groups include visitors, residents and businesses. Most of the marketing activities relate to the promotion of the inner city. Graz uses modern marketing tools such as websites, social networks, influencers and events. The city company MCG Graz focuses on organizing events at seven different locations in Graz.

scholarly journals Contribution of storytelling for the creation of emotional marketing in a company of purified water of bahía de Caráquez, Ecuador 2019

2019 ◽  
Vol 10 (2) ◽  
pp. 140-150
Author(s):  
César Arturo Carbache Mora ◽  
Sara Margarita Ureta Ureta ◽  
Joel Antonio Nevarez Vera
Keyword(s):  
Customer Loyalty ◽  
Marketing Strategies ◽  
Brand Preference ◽  
Commercial Activity ◽  
Target Groups ◽  
The Creation ◽  
Water Companies ◽  
The City ◽  
A Company ◽  
Powerful Strategy

Currently, brands have realized that creating an emotional bond in their target groups opening advantages over competition and have found in the old art of storytelling the perfect ally for that purpose. Storytelling is a powerful strategy that allows you to create that emotional link between producer and consumer. The objective of this research is to analyze the contribution of storytelling to generate emotional marketing strategies in purified water companies in the city of Bahía de Caráquez. The methodology implemented was the observation and application of surveys to customers of said product. The results were that consumers by brand preference are at 26.7 percent. However, 21.7 percent have little knowledge of the advertising of the companies under study. It is proposed that companies engaged in this commercial activity lack emotional marketing strategies based on the creation of stories that expand their field of service, attraction and customer loyalty.

scholarly journals City thematic approach to achieve liveable city: case study of Bandung City

2021 ◽  
Vol 778 (1) ◽  
pp. 012020
Author(s):  
R Sutriadi ◽  
A Noviansyah
Keyword(s):  
City Planning ◽  
Sustainable City ◽  
Common Goals ◽  
Development Goals ◽  
The Common ◽  
Urban Problems ◽  
Thematic Approach ◽  
The One ◽  
The City

Abstract Livable City has been the goal for many cities and has become the one purpose of city planning. Nowadays, the need to achieve the livable aspects of the city resurfaced as an issue highlighted in Sustainable Development Goals. This brings focus on the index of livability, which tried to measure how livable the city is. The Indexes, however, did not instruct the correct directions to achieve the index. Various approaches have been done to satisfy the index of the livable city—where city thematic becomes one of the alternatives. Along with the common goals of achieving not only livable but also a sustainable city, the city thematic approach also raises many unique perks for solving urban problems. Although when the goals have always been the same, the approach might be slightly different. This paper explains that although there are several ways to achieve a livable city, the thematic city approach may be considered as an effective way to raise awareness of uncommon livability problems, and therefore one of the interesting approaches to be focused on.

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