Procedia Economics and Finance vol:12 pages:191-198
Enterprise and the competitive environment location:Brno date:6-7 March 2014
City marketing, defined as the interaction that exists in the management of the city policy areas, such as education, employment, or housing towards three target groups, viz. tourists, citizens and enterprises (Hospers, 2011), is increasingly becoming more important in the management of cities (Rennen, 2007) with raised budgets as a result. This research aims at gauging the effect and measuring the efficiency of city marketing, therefore designing a tool that is a combination of integrated performance rating (Jorissen, 1999) and return on investment (ROI) (Jacobson, 1987), based on widely available secondary data, spanning the time period 2008–2011.