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作者

Alex Deffner;Nicholas Karachalis;Eva Psatha;Theodore Metaxas;Kleanthis Sirakoulis

来源

EUROPEAN PLANNING STUDIES,Vol.28,Issue.7

语言

英文

关键字

作者单位

a Department of Planning and Regional Development, University of Thessaly, Volos, Greece;a Department of Planning and Regional Development, University of Thessaly, Volos, Greece;b Hellenic Open University, Patras, Greece;a Department of Planning and Regional Development, University of Thessaly, Volos, Greece;c Department of Economics, University of Thessaly, Volos, Greece;d Business Administration Department, University of Thessaly, Larissa, Greece

摘要

The aim of this paper is to examine the relation between city/urban planning and city marketing / branding procedures through the analysis of Strategic Place Marketing implementation in two Greek cities, Larissa and Kozani. The common objective of both cases was to design and test a methodology based on participatory processes in order to plan actions that will lead to the most effective city marketing strategy for each city. The main challenge was to find a way to propose specific steps regarding the implementation of marketing plans acceptable to local stakeholders. The methodology eventually led to a consensus at local level, highlighting certain strengths and weaknesses of the cities and revealing their uniqueness. Since city marketing is connected with specific assets, urban planning and governance issues are strongly linked with its implementation. Through testing hypotheses such as planning / branding as the core of urban strategies, or the conditions under which marketing / branding can be an effective part of a wider urban development strategy, the aim is to establish whether the connections lean towards plurality or constraints.