Vision and Market Segmentation in Urban Strategy through Marketing Approach: A Case Study of Sumy City
Vision and Market Segmentation in Urban Strategy through Marketing Approach: A Case Study of Sumy City
Author(s): Anastasiia YezhovaSubject(s): Management and complex organizations, Marketing / Advertising, Socio-Economic Research
Published by: Scientia Kiadó
Keywords: urban strategy; city marketing; vision; market segmentation; target audience;
Summary/Abstract: Competition for all kinds of resources has started among the Ukrainian cities and first of all for human capital. Therefore, a proper strategic planning is the uppermost priority for local governments. In this paper, the vision and market segmentation of the adopted strategy for the socio-economic development of the Ukrainian city of Sumy is analysed using the comparative method and content analysis. It aims to demonstrate that the city marketing approach towards strategy creation helps to make the strategy more concrete and visible. Existing city marketing strategies of Helsinki, Whitehorse, and North Port were used for comparison.
Journal: Acta Universitatis Sapientiae, European and Regional Studies
- Issue Year: 2021
- Issue No: 20
- Page Range: 48-62
- Page Count: 15
- Language: English