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Steps toward a City Marketing Mix and Its Perception Measurement
Abstract
Cities compete for limited resources and face various challenges. Changing conditions have increased awareness and interest in city marketing. However, in order to achieve a competitive advantage in the acquisition of investments, tourism and community development, change in the city marketing mix is most important. Marketing experts transferred general marketing concepts to be within the scope of cities, but due to the complexity of the structure of the city, the best model in the context of marketing mix has still not been found. Any attempt in this direction is therefore theoretically and practically relevant. This paper aims to encompass various perspectives and introduces a city marketing mix, which takes into account the complexity, functionality and structure of the cities. It also presents a measurement instrument of city marketing mix that can be used as a sophisticated tool to satisfy the needs of city residents, who are considered to be the most valuable assets of the city.
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