Title: Measuring the effect and efficiency of city marketing
Authors: Goovaerts, Peggy
Van Biesbroeck, Hannes
Van Tilt, Tim
Issue Date: Sep-2014
Publisher: Elsevier
Host Document: Procedia Economics and Finance vol:12 pages:191-198
Conference: Enterprise and the competitive environment location:Brno date:6-7 March 2014
Abstract: 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.
ISSN: 0148-2963
Publication status: published
KU Leuven publication type: IC
Appears in Collections:Department of Business and Management Studies - UC Leuven

Files in This Item:

There are no files associated with this item.

Request a copy


All items in Lirias are protected by copyright, with all rights reserved.

© Web of science