Marketing the City

This book assesses the value of flagship developments and draws out lessons for best policy and practice.
This book develops the concept of marketing the city and is the first of its kind to explore the dilemmas of incorporating people as part of the product. It is aimed at city and urban policy makers, as well as real estate professionals, architects and planners. It covers: marketing strategies and the sales process for flagship developments and the areas in which they are located for urban regeneration. The management of marketing strategies and the developments through the policy formulation, project implementation and policy / project evaluation. Marketing the city: strategies to date and the conceptual scope and limits for developing the concept. The extent to which people can be integrated into the urban 'product' and the pros and cons of this. The impact of the above for policy makers, planners, developers, architects, city authorities. The focus of the book is marketing city. Exploring the concept and its applications are undertaken through an evaluation of "flagship" developments and their role in urban regeneration. "Flagship" developments have been an important part of the 'private' sector, 'property-led' policy initiatives of the 1980s and had the aim of contributing more