Author :
Abstract
Uzun yıllardan günümüze dek, dünyanın birçok yerindeki şehirler pazarlama tekniklerini uygulamaktadır ve kendi işlevsel ve stratejik hedefleriyle buluşan bir pazarlama felsefesini benimseyenler gittikçe artmaktadır. Şehir pazarlaması, araştırmacılığın yerleşmiş bir alanı ve akademik bir alt-disiplin olarak gelişmektedir. Bu makale; şehir pazarlamasının gelişiminin üç ana tarihsel döneminin tanımıyla başlayıp, daha sonra güncel durumunu değerlendirmekte ve şehirlerin şehir markalaşması uygulamasının üzerinde yoğunlaşan dördüncü bir döneme doğru yol aldığını öne sürmektedir. Bununla birlikte birikmiş tecrübelere rağmen, şehir pazarlaması uygulaması birçok sorunla kuşatılmış ve teorik gelişmeden daha öte uygulanabilir bir açılma ihtiyacında kalmıştır. Bundan dolayı makalenin son bölümünde; şehir pazarlamasının etkileri hakkındaki bir tartışmadan öte, şehirlerin gelecekteki beklentilerini önde tutan şehir pazarlamasının gizli kalmış potansiyelini ortaya çıkarmaya çalışmaktadır
Keywords
Abstract
For several decades now, cities all over the world have been applying marketing techniques and increasingly adopting a marketing philosophy to meet their operational and strategic goals. City marketing has grown into an established field of research and an academic subdiscipline. This article begins with a description of the three main historical episodes of city marketing development and then assesses its current state, suggesting that cities have moved into a fourth episode, which centres on the application of city branding. Despite the accumulated experience, however, many issues surrounding the application of city marketing remain in need of further theoretical development and pratical clarification. The last part of this article therefore seeks to further the discussion about the effects of city marketing, seeking to elicit the latent potential that city marketing might still hold for the future prospects of cities.
Keywords
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