City marketing is a wide-spread instrument, in order to meet on the one hand the threatening loss of the competitive power in the town competition and on the other hand the planning state of emergency on the inside. With city marketing one regards the city, like a product. The product "„city "“must create now an attractive and various offer. This task is not only with the government responsible persons, but exactly the same with the catering trade, the hotel trade, and other industries, which provide together for looking and occurrence of the city and so that form the so-called Outlook of the city. Suitable instrument is e.g. a industry-spreading customer map: The CityCard.

The process city marketing in 6 points:

1. City as a whole regard
2. Co-operation of all groups of interests cause (government, catering trade, hotel trade,"…)
3. Different target groups respond (inhabitant, entrepreneur, tourist,"…)
4. Strength/weakness analyses accomplish and their results evaluate
5. Examples and guidelines formulate (city marketing concept provide, at which city marketing can align itself)
6. Projects accomplish (presupposes: good organization, broad topic spectrum,"…) and communicate actively.

Goals

1. Advertisement for the city, i.e. improvement of the external perception
2. Promotion of the identification of the inhabitants with the city
3. long-term revaluation as living and work place
4. Improvement of the concrete achievements and operational sequence in the city

Target groups

For the inhabitants and inhabitants: The increase of the living quality and residential environment quality, a qualitative improvement of the educational provision and the creation of a competitive control stand place.

For the enterprises these goals were determined: An open policy opposite Europe and their world, promotion of projects with international radiant emittance, improvement of the infrastructure for transport and promotion of the new settlers and new founders.

For the tourism: Improvement of the appearance Basel by offers, the mark term Basel in foreground set, care of the master tourists and mastertourist inside and again was added still responding individual, purchasing power-oriented tourism. All these factors play large role for city marketing Basel and serve for it Basel as location customer-friendlier and thus to arrange also more economical.

Subranges city marketing

There is a multiplicity of different terms, which refer to marketing for cities. Partially different circumstances with a same term are occupied. Often for example the term city marketing is equated with substantially more closely seized town center (city center) marketing. City marketing represents however strategies for the marketing of cities in their entireness. Subranges into the city marketing concept are integrated:

Location marketing

Standtortmarketing addresses itself to enterprises to win with the goal new enterprises. Aligned to the regional, national or international market the location decisions are to be affected in favor of the own city and be become secured existing locations in the city. Only the procurement and marketing are not of properties for the settlements field. Also surface recycling, project development, the support of the enterprises with the contact with the municipal administration, as well as the influence of the town development for the improvement of the local conditions are task location marketing.

Town center marketing (also city center marketing)

Town center marketing is associated primarily with a co-ordinated retail trade and tourism marketing in the city and is therefore contentwise and above all spatially more limited defined as city marketing town center marketing is thus substantially more on the retail trade and tourism development focused than city marketing. Town center marketing has to increase the task the attractiveness city centre, in order to lure with it host of visitors and customer in the city centre and to obtain a stimulation of the town center in economic and cultural regard. Contrary to the town center management pursues similar goals, but, city marketing is private-economically organized in most cases by the urban policy and/or administration is often operated, even if usually external consulting offices are assigned the treatment and conversion city marketing concept.

Quarter marketing

Quarter marketing converts the global marketing concept of the city for those, the city center subordinate Subzentren in the individual quarters. It is comparable with town center marketing, even if the factors of influence are partially changed.

Tourism marketing

Tourism marketing pursues the goal of the increase of the arrivals and overnight accomodation of foreign guests. Substantial target groups are private vacation and business travelers, thus also visitors of fairs, conferences and congresses. The most important co-operation partners in tourism marketing are service providers in the city, how guest-commercial enterprises, travel and congress organizers or transporting enterprise often tourism marketing in an independent society concentrated. With tourism marketing one differentiates marketing depending upon direction with respect to Push of the Pull and Push+Pull marketing. For urban tourism marketing above all the Pull marketing is crucial. Literally translated tourists are to become tightened "„"“. In addition, the Pull+Push marketing in co-operation with large Transportdienstleistern such as airlines or the course is promising for cities.

Administrative marketing

Administrative marketing means the optimization of the municipal administration at the interests of the citizen. It requires recognizing demand for local achievements with optimal concentration of resources. Marketing can be arranged both inward and outside. Personnel marketing and procurement marketing are addressed to the administration secretaries, on the other hand above all typical examples of externalarranged administrative marketing represent the organization of the exchange relations with users and partners to the achievement administration. A goal is to be taken off the performance of the municipality positively from competition cities to use and to that inhabitants and other users contently to place local services and mechanisms optimally out.

Local marketing

Local marketing operates the marketing of public institutions like the urban transporting enterprises, theatres and museums and other public enterprises.

History city marketing

Until center had town development planning expansive urban extension into the 70's and/or reconstruction as main content and little reference to the single interests of economics and/or citizen by a worse financial situation of the municipalities in the 80's it to a phase in that town development planning, to smaller, more visible projects came was limited (residential environment improvements, traffic noise abatement). The planning purchase to the entire town stepped in background at the same time began the discussion and conversion from city marketing, town center marketing and town center management to Vorbilderern from the USA and GB on basis orientation at private-economical Marketing.Seit beginning of the 90's is city marketing as instrument of the town development far common. More already used center of the 90's as 80% of the cities and operate municipalities with more as 10,000 inhabitants, city marketing in different form as instrument of the town development or planning in addition. In the new decade a certain stagnation is to be registered by the limited financial situation of the municipalities.

Terms

City marketing concept, town center marketing, quarter marketing, tourism marketing, administrative marketing, local marketing

Literature

• Konken, Michael: City marketing. Communication with future. Gmeiner publishing house. Messkirch. 2004. ISBN 3-89977-105-2

• Kotler, Philip; Donald Haider and Irving pure: Location marketing. As cities, regions and countries tighten industries and tourism. Econ publishing house. Duesseldorf 1994.

• Fehn, Monika and Klaus Vossen: City marketing. Trend and concepts. German savings banks publishing house. Stuttgart 1999.

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