A Strategic Framework for City Marketing: The SSRM Approach

Abstract

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 have conflicting goals. This frequently requires an integrated approach that aligns and addresses the expectation of various stakeholders to create vibrant communities. The current trend in globalization, formation of regional trade blocks, and the shift in importance of location factors have increased the intensity of competition among regions and cities. More than ever, cities need to compete and cooperate with each other to attract companies, investments, talent, tourists, and create markets for their products and services. This entails that cities embrace strategic marketing management tools and practices, and utilize e-services such as electronic customer relationship management. The authors propose a broad approach, called strategic stakeholder relationship management (SSRM), which is enabled by information and communication technologies, including Internet, to help the decision makers succeed in designing the 21st Century city marketing initiatives.