City management

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City management is an integrative, implementation-oriented communication process of city ​​marketing to strengthen the inner city . The implementation takes place on the basis of a concept that contains the usual elements of marketing , but with a content-related reference to the city center.

City management is to be distinguished from city ​​marketing , as this mostly relates to the entire city. So it covers a sub-area. Since the city center is also often the center of retail , city management is often initiated and financed by the private sector. In the English-speaking world, all activities of (German) city marketing are seen under the term city marketing, which is why city marketing was often mistakenly equated with city marketing until the 1990s.

Content dimensions

City management is integrative , as it is integrated into the existing concepts of the city or private individuals and is never seen as an individual project.

It is implementation-oriented , as it is linked to specific measures that are intended to strengthen the city. This spectrum ranges from advertising to creative measures.

It is a communication process because on the one hand the communication between the retailers and the city administration, but also the retailers among themselves, must function. Although the focus is on the common interest in strengthening the city, different ideas about the implementation of this goal or personal vanities can be obstacles. This is where the particular challenge lies in solving these problems through targeted communication.

aims

The goals of city management are:

  • An increase in attractiveness and a revitalization of the city center.
  • A promotion of communication and cooperation. This also includes coordinating and bundling activities.
  • The profiling of image and identity (the inner city itself and the inner city as a defining part of the entire city).
  • Increasing the satisfaction of inner-city customers.

process

The process basically consists of a build-up and an implementation phase.

  • The development phase essentially comprises the preparation of the concept, the formation of steering groups (organization), the securing of financing, the development of the mission statement, etc.
  • The implementation phase includes the implementation of the projects, the specific measures as well as securing the organizational structure established in the development phase and the permanent continuation of management.