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City marketing and planning in two Greek cities: plurality or constraints?

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Listed:
  • Alex Deffner
  • Nicholas Karachalis
  • Eva Psatha
  • Theodore Metaxas
  • Kleanthis Sirakoulis

Abstract

The aim of this paper is to examine the relation between city/urban planning and city marketing / branding procedures through the analysis of Strategic Place Marketing implementation in two Greek cities, Larissa and Kozani. The common objective of both cases was to design and test a methodology based on participatory processes in order to plan actions that will lead to the most effective city marketing strategy for each city. The main challenge was to find a way to propose specific steps regarding the implementation of marketing plans acceptable to local stakeholders. The methodology eventually led to a consensus at local level, highlighting certain strengths and weaknesses of the cities and revealing their uniqueness. Since city marketing is connected with specific assets, urban planning and governance issues are strongly linked with its implementation. Through testing hypotheses such as planning / branding as the core of urban strategies, or the conditions under which marketing / branding can be an effective part of a wider urban development strategy, the aim is to establish whether the connections lean towards plurality or constraints.

Suggested Citation

  • Alex Deffner & Nicholas Karachalis & Eva Psatha & Theodore Metaxas & Kleanthis Sirakoulis, 2020. "City marketing and planning in two Greek cities: plurality or constraints?," European Planning Studies, Taylor & Francis Journals, vol. 28(7), pages 1333-1354, July.
    • Handle: RePEc:taf:eurpls:v:28:y:2020:i:7:p:1333-1354
    DOI: 10.1080/09654313.2019.1701291
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    Citations

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    Cited by:

    1. Nicholas Karachalis, 2021. "Temporary Use as a Participatory Placemaking Tool to Support Cultural Initiatives and Its Connection to City Marketing Strategies—The Case of Athens," Sustainability, MDPI, vol. 13(4), pages 1-13, February.
    2. Beata Bieszk-Stolorz & Krzysztof Dmytrów, 2021. "Marketplace Trade in Large Cities in Poland," Land, MDPI, vol. 10(9), pages 1-15, September.
    3. Athena Yiannakou & Angelina Apostolou & Vasiliki Birou-Athanasiou & Apostolos Papagiannakis & Athina Vitopoulou, 2022. "Branding Places through Experiential Tourism: A Survey on the Features of the Experiential Product and Enterprises in Greek Regions," Tourism and Hospitality, MDPI, vol. 3(2), pages 1-16, May.
    4. Massimo Giovanardi & Maria Giulia Silvagni & Francesco Maria Barbini, 2023. "The SWOT of Damocles: challenges in shaping inclusive place marketing audits," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 19(3), pages 294-304, September.
    5. Theodore Metaxas & Laura Juarez & Gaby Gavriilidis, 2021. "Planning and Marketing the City for Sustainability: The Madrid Nuevo Norte Project," Sustainability, MDPI, vol. 13(4), pages 1-22, February.
    6. S. Koumara-Tsitsou & N. Karachalis, 2021. "Traditional products and crafts as main elements in the effort to establish a city brand linked to sustainable tourism: promoting silversmithing in Ioannina and silk production in Soufli, Greece," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 17(3), pages 257-267, September.
    7. Alex Deffner & Eva Psatha & Nicholas Karachalis, 2022. "Resource Mapping and Place Branding as a Strategy Approach in an Attempt to Establish Cross-Border Areas of Greece and Albania as Tourism Destinations," Tourism and Hospitality, MDPI, vol. 3(1), pages 1-20, January.

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