Article ID Journal Published Year Pages File Type
983151 Procedia Economics and Finance 2014 8 Pages PDF
Abstract

City marketing, defined as the interaction that exists in the management of the city policy areas, such as education, employment, or housing towards three target groups, viz. tourists, citizens and enterprises (Hospers, 2011, ), is increasingly becoming more important in the management of cities (Rennen, 2007, ) with raised budgets as a result. This research aims at gauging the effect and measuring the efficiency of city marketing, therefore designing a tool that is a combination of integrated performance rating (Jorissen, 1999) and return on investment (ROI) (Jacobson, 1987), based on widely available secondary data, spanning the time period 2008–2011.

Related Topics
Social Sciences and Humanities Economics, Econometrics and Finance Economics and Econometrics