city marketing

strategy – action – organisation

25.00Add to cart

BOOK

WHAT DOES THIS BOOK OFFER?

    • Pragmatic handbook. Apply the content to check and optimise your existing marketing approach. Or use the book to develop a new strategy. Pragmatic, almost like a do-it-yourself book, describing many examples. With practical step-by-step tips.
    • For cities of all sizes. It’s for villages, towns, megacities. Place marketing situations will always differ, principles can be applied by many, including regions and countries.
    • Strategic direction and creative inspiration. The book provides insights on how to optimise the city marketing approach. It’s written for experienced cities, as well as cities starting from scratch.

25.00Add to cart

TOPICS

SOME OF THE TOPICS

  • How to stand out in the crowd, how to develop a competitive identity
  • Dealing with dilemmas, making difficult choices
  • How to translate the long term marketing strategy into day-to-day activities?
  • Applying effective principles, such as ‘budget low, impact high’
  • How to set up partnerships: how to collaborate with business and organisations in the city
  • What are good ways of organising … Models, ….,
  • Very pragmatic: examples, analyses, food for thought, concrete suggestions
  • Integrated approach: city marketing is a multi-faceted topic. It requires back to a number of basic principles and to a cohesive approach

CONTENT

I. CITY MARKETING STRATEGY

1. City marketing: easy and complicated at the same time
2. What’s your city’s purpose and impact?
3. Different cities, different challenges
4. A clear city mission and vision: a vital starting point
5. The various customers and target groups of the city
6. The city as a brand
7. Distinctiveness, relevance & credibility: basis for a strong city brand
8. The character of the city
9. Economic image of the city

II. CITY MARKETING ACTION

10. Effective city marketing principles
11. Visual identity of the city
12. Atmosphere in the city / Architecture icons
13. Events and experiences
14. Ambassadors
15. Toolkits

III. CITY MARKETING ORGANISATION

16. Governance, roles and responsibilities
17. Public private partnerships

AUTHOR

ABOUT THE AUTHOR

Robbert Nesselaar MSc (Business Economics, Erasmus University Rotterdam) is an experienced consultant in the field of city marketing and place branding. For over 20 years, he has worked for and with numerous cities, regions and countries. In line with his work in the field of urban marketing, Robbert Nesselaar is also engaged in activities related to positive community impact and sustainable urban development. As Founder and President of the International Generation Games Association, Robbert shares a non-profit, intergenerational sports event with cities around the world.

CONTACT