City Boosterism through Internet Marketing: An Institutional Perspective

City Boosterism through Internet Marketing: An Institutional Perspective

María Isabel Huerta-Carvajal (Universidad de las Americas-Puebla, Mexico) and Luis Felipe Luna-Reyes (Universidad de las Americas-Puebla, Mexico)
DOI: 10.4018/978-1-60566-134-6.ch007
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Abstract

Local governments around the world are becoming aware of the importance of identifying and marketing their local assets to promote economic competitiveness. Information and Communication Technologies (ICT) have proven useful in supporting marketing activities in the private sector, but there is still little exploration on their use in the public sector. However, ICT effectiveness is constrained by institutional arrangements and the coordination of the marketing efforts with other government processes such as urban planning and strategy development. The purpose of this chapter is to discuss the strategic scaffolding for ICT as a key component of a city’s marketing strategy using as an example the city of Puebla in Mexico. Although city marketing efforts and ICT use are still at its initial stages in the city, lessons from current efforts in Puebla are related to the key role of stakeholder networks, ICT interoperability, Geographic Information Systems, and government program continuity.
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Introduction

One of the main objectives of governments around the world is to promote sustainable social and economic development. However, current politico-administrative regimes work on a model in which government provides security, basic infrastructures and services, but economic development relies on private investments that are regulated to different extents. In this way, governments compete to attract investment by providing robust physical infrastructures, promoting the formation of a critical mass of highly qualified human resources, reducing taxes, creating efficient procedures to encourage business and lower investment barriers.

Globalization has intensified the competition for investments among countries and regions (Erickson & Roberts, 1997; Doel & Hubbard, 2002), and similarly to other global phenomena, local manifestations are becoming increasingly important (Frederickson, 2004). Moreover, local governments are playing a key role in global sustainability (Keen & Mahanty, 2006).

In this way, municipal, city and town governments are becoming aware of the importance of identifying and marketing their local assets. However, local government activities, policies and results are both enabled and constrained by institutions, organizations and contextual factors at the local, state and national levels (Lowndes, 2005).

However, Information and Communication Technologies (ICT) not only provide alternative channels to market products and services in the private sector, but also are key enablers of some forms of marketing (Gillenson, Sherrell & Chen, 1999; Mohammed, Fisher, Jaworski & Cahill, 2002; Roberts, 2003). Furthermore, the Internet as a manifestation of ICT is changing traditional marketing paradigms to become a way to aggregate communities that can be engaged in conversations for branding or marketing goods and services (D. M. Scott, 2007; L. Weber, 2007; S. Weber, 2007). However, there is still little exploration of the ways that ICT can support local and city marketing.

The purpose of this chapter is to discuss the strategic scaffolding for ICT as a key component of a city’s marketing strategy. Although the interactive and networked characteristics of modern ICT make them an important medium to connect different stakeholders in the marketing process, the main source of value resides in the strategic use of ICT and not in ICT itself. Moreover, both ICT use and marketing activities are shaped by existing and emerging interorganizational networks (enterprises, service personnel, government officials, city planners, consumers, citizens), government structures and institutions (Fountain, 2001; Gil-Garcia, 2005; Hassan & Gil-Garcia, 2007; Luna-Reyes, Gil-Garcia & Cruz, 2007; Luna-Reyes, Gil-Garcia & Estrada-Marroquín, 2008). In this way, the chapter will analyze key factors in city marketing in addition to their interactions with other city management processes, strategic management, and government institutional arrangements.

We will use as an example the city of Puebla, Mexico. City marketing efforts and ICT use is still incipient there, mainly because of institutional constraints and limited commitment among key stakeholders. However, we believe that some developments in city planning and marketing could constitute the basis for a marketing strategy that takes advantage of current ICT.

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Table of Contents
Acknowledgment
Mila Gascó-Hernandez, Teresa Torres-Coronas
Chapter 1
Norberto Muñiz-Martínez, Miguel Cervantes-Blanco
Cities are acquiring a key geopolitical importance in the shaping of world-wide flows and exchanges, playing a key part in modern socio-economic... Sample PDF
Identity and Marketing of Cities
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Chapter 2
José Fernández-Cavia, Assumpció Huertas-Roig
City marketing tries to position cities in the mind of the public, although the process of creating and communicating city brands is still at an... Sample PDF
City Brands and their Communication through Web Sites: Identification of Problems and Proposals for Improvement
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Chapter 3
Barry Mishra, Erik Rolland
City marketing in the broadest term can be defined as the strategic design of the city to satisfy the various stakeholders of the city who often... Sample PDF
A Strategic Framework for City Marketing: The SSRM Approach
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Chapter 4
Al D. McCready
Indications are strong that globalization is an irresistible force, fomented by, or at the very least, enabled by technology. This chapter refers to... Sample PDF
Strategic Technology Planning for the Techno-Global Economy: Cities in the Market
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Chapter 5
Juliane Chudalla, Key Pousttchi
Mobile services have great potentials in different fields, so it is interesting to have a closer look of them, and about the way they can be used... Sample PDF
City Marketing Goes Mobile: Use of Mobile Commerce Techniques for City Marketing
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Chapter 6
Laura L. Matherly, Maureen Jouett
Integrating information communication technologies (ICTs) and marketing in strategic management of city government is critical to achieving... Sample PDF
Strategic Management in City Government: Integrating Information Communication Technologies and Marketing in a Causal Model to Drive Stakeholder Satisfaction and Economic Development
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Chapter 7
María Isabel Huerta-Carvajal, Luis Felipe Luna-Reyes
Local governments around the world are becoming aware of the importance of identifying and marketing their local assets to promote economic... Sample PDF
City Boosterism through Internet Marketing: An Institutional Perspective
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Chapter 8
Pablo Díaz-Luque
Large cities are one of the most popular tourism destinations throughout the world. Business and leisure tourists visit these areas every year and... Sample PDF
Official Tourism Web Sites and City Marketing
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Chapter 9
Lluís Prats-Planagumà, Raquel Camprubí
The competitiveness of tourism destinations is a relevant issue for tourism studies, moreso, is a key element on the daily basis of tourism... Sample PDF
E-Tourism Image: The Relevance of Networking for Web Sites Destination Marketing
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Chapter 10
Nicholas P. Robinson, Prescott C. Ensign
This chapter discusses the importance of making strategic investments in information communication technologies (ICTs) in order to benefit from... Sample PDF
Marketing Your City's Industries to the World: Building and Retaining Export Oriented Clusters through Strategic ICT Investments
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Chapter 11
Marianna Sigala
During the last decades, the use of Web 2.0 applications for the generation, dissemination, and sharing of user-generated content (UGC) and the... Sample PDF
WEB 2.0, Social Marketing Strategies and Distribution Channels for City Destinations: Enhancing the Participatory Role of Travelers and Exploiting their Collective Intelligence
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Chapter 12
José-Rodrigo Córdoba, Nicolas Jullien, Jocelyne Trémenbert
This chapter defines three different patterns to understand how city marketing initiatives are designed and implementing, and how information and... Sample PDF
Developing Patterns for Thinking About City Marketing Initiatives
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Chapter 13
Peter Dobers, Anette Hallin
This chapter discusses a current example of the ongoing efforts of city managers to promote their cities, also known as place marketing or place... Sample PDF
The Use of Internet in Building the Brand of "Stockholm: The Capital of Scandinavia”
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Chapter 14
Anette Hallin
Information and communication technologies (ICTs) cannot only be used practically in marketing efforts, but also as symbols, due to the images and... Sample PDF
Marketing the mCity: How a City Based ICT-Project Can Make Sense
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Chapter 15
Sandra Moffett, T. M. McGinnity, M. Callaghan, J. Harkin, D. N. Woods
This chapter outlines the journey that the city of Londonderry (Derry), Northern Ireland, undertook when converting a traditional walled city to a... Sample PDF
Walled City to Wireless City
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Chapter 16
Bantu L. Morolong
This chapter introduces the reader to the idea of city marketing. This idea has developed over time, globally, as cities continue to grow rapidly.... Sample PDF
Using Information Communication Technology to Decentralize City Marketing: Challenges and Opportunities
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About the Contributors