Using Information Communication Technology to Decentralize City Marketing: Challenges and Opportunities

Using Information Communication Technology to Decentralize City Marketing: Challenges and Opportunities

Bantu L. Morolong (University of Botswana, Southern Africa)
DOI: 10.4018/978-1-60566-134-6.ch016
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This chapter introduces the reader to the idea of city marketing. This idea has developed over time, globally, as cities continue to grow rapidly. The chapter assesses how city marketing as a concept and a practice has generally developed with particular reference to Botswana, Southern Africa. Using evidence from documented material this chapter critically reviews city marketing as perceived and applied by planners and policy makers. The chapter looks at how Information Communication Technologies (ICTs) can be used to market cities such as Gaborone, the capital city of Botswana. Literature and experiences from other parts of the world are used to underscore city growth as a serious development issue. City dwellers are identified as key stakeholders in city marketing because they have a more permanent association with the city in contrast to those who come into the city to visit or for business, tourism, and other purposes.
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By focusing on the locals therefore, the chapter upholds the need to decentralize city planning and management arguing that participation by locals is central to city marketing processes and that effective ICT use could facilitate this. Views around what could contribute to development of sustainable cities in the context of the developing world using Botswana as a point of reference are advanced. Ideas that this chapter generates are expected to serve as useful springboards for research and analyses of the practice of city marketing in Africa and other parts of the developing world. The chapter serves as a contribution to the promotion of the concept of city marketing as it continues to gain currency with special interest in the role of ICT in urban development.

The chapter observes that the idea and practice of city marketing does not seem to be fully developed in the context of the developing world. Yet as a practice it seems to hold great potential for positive influences on the development of cities and their sustainability, that is, if it is applied early enough in the lives of cities. Exploitation of this potential seems to be particularly possible in these regions of the world where most of the current cities seem to be relatively new cities. In this context cities which are relatively young such as Gaborone might not need to reinvent the wheel.

As cities grow at an alarmingly high rate they make city growth a daunting development phenomenon. In the information era however, growing cities have a strong fall back in the form of ICTs to face the challenges of city growth which involves a need for communication about the processes and their impacts on people. The thesis of this chapter is that there is limited awareness about the importance of city marketing for systematic city growth in this context. It is argued that this lack of awareness has significantly influenced the ways in which cities are viewed, planned and utilized. This also seems to have impacted the extent to which participation in city development and the way the benefits of city development processes are distributed among the members of society with a special concern about the locals. This chapter therefore highlights the dynamics of city growth in the context of national development and the connections between that and the position and role of cities in the global system. It serves to fill the gaps in information about the magnitude of urban growth as both a desirable development and at the same time a frightening prospect if not well integrated into the broader development landscape. The chapter points to the existing paucity of data about trends of city growth due to the erratic attention given to this and challenges planners and researchers to intensify efforts in this area. Without such data which the chapter suggests could be effectively generated through effective application of ICTs in city planning and city marketing, the rapidly growing cities will not achieve any significant levels of sustainability. Posing a set of questions about sustainability of the new cities such as Gaborone, the chapter characterizes a sustainable city as one that is inclusive in its planning, marketing and management processes. Such a city builds its growth on the sound principles of decentralized decision making and democratic governance. It uses Information Communication Technologies to be proactive and also responsive to some of the biggest challenges of this era which are poverty, diseases, unbridled depletion of the environment, inequity in the sharing of the benefits of development, globalization and of course the biggest ever challenge to face humanity which is climate change (C 40 Climate Summit, New York, 2007)

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Editorial Advisory Board
Table of Contents
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
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
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
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
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
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
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
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
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
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
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
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
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”
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
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
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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