Partners in coffeeshops, canals and commerce: Marketing the city of Amsterdam [An article from: Cities]

This digital document is a journal article from Cities, published by Elsevier in 2007. The article is delivered in HTML format and is available in your Amazon.com Media Library immediately after purchase. You can view it with any web browser.

Description:
The position of Amsterdam as an international centre of business, culture and tourism has recently been threatened by increasingly fierce inter-urban competition. The desire to improve Amsterdam's attractiveness to local and international audiences, and to retune the city's international image, has led to a fundamental strategic marketing exercise involving a far-reaching examination of stakeholders, goals and competitive positioning. This article discusses this new approach towards marketing in the city, critically evaluating the marketing effort of Amsterdam in an attempt to further understanding of the application of marketing to cities. The article includes an assessment of the reasoning behind the various actions and a comparison with theoretical suggestions.