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City-Marketing Cottbus: Der Weg zu einer ständig wachsenden Zufriedenheit von Einwohnern, Kunden, Besuchern und der Wirtschaft

City-Marketing Cottbus: Der Weg zu einer ständig wachsenden Zufriedenheit von Einwohnern, Kunden, Besuchern und der Wirtschaft

          
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About the Book

Inhaltsangabe: Einleitung: Stadt-, Standort- oder auch City - Marketing wird immer wichtiger, um eine Stadt oder Region für Besucher interessanter zu machen. Ausgehend aus den Vereinigten Staaten fand diese Formen des Marketings vor 15 Jahren auch in Deutschland und Ende der 90er Jahre schließlich auch in Cottbus seinen Einzug. Die Städte, die ein Stadtmarketing eingeführt haben, litten unter einem schlechten Zustand des Gewerbes, die Besucherströme ließen nach, es gab wenige oder keine Anziehungspunkte. Einige wenige Städte benutzten dieses Instrument, um die schon vorhandene Attraktivität ihrer Stadt zu erhöhen bzw. zu optimieren. Ein Beispiel dafür ist Baden-Baden, eine Stadt, die seit vielen Jahr-zehnten eine international beliebte und anerkannte Kur- und Bäderstadt ist. Das Angebot wurde durch Aktiv- und Wellness-Urlaub auch auf das junge Publikum ausgeweitet. Es wurde internationale Promotion gemacht, Kliniken und Hotels ausgebaut und die Attraktivität verbessert, die Stadt als Kongresszentrum integriert und die Golfregion Baden - Elsass gegründet, die mehrere Golfclubs und -hotels bietet. Im Gegensatz zu Baden-Baden war die Arbeit des City - Managements in Cottbus nicht von erkennbarem Erfolg gekrönt. Es wurde zwar die Stelle eines City - Managers eingerichtet, doch innerhalb von fast sechs Jahren machten sich drei Männer an die Arbeit. Schließlich wurde für das Haushaltsjahr 2003 aufgrund fehlender finanzieller Mittel die Stelle des City - Managers gestrichen. Er war bei der Congress, Messe und Touristik GmbH ( kurz: CMT ) angestellt, wurde aber auch von der Stadt Cottbus mitfinanziert. Anfang Juni 2003 bat die IHK Cottbus zu einer Veranstaltung, in der Vertreter der Marketinggesellschaft der schwedischen Stadt Malmö ihr Erfolgskonzept vorstellten. Durch kontinuierliche Umgestaltung der Stadt, Zusammenarbeit von Stadt, Gewerbe und Immobilieneigentümern und überregionale Werbung und Anwerbung von Unternehmen stieg die Einwohnerzahl Malmös immer weiter an un


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Product Details
  • ISBN-13: 9783838679785
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 9 mm
  • Weight: 199 gr
  • ISBN-10: 3838679784
  • Publisher Date: 11 May 2004
  • Height: 210 mm
  • No of Pages: 144
  • Series Title: German
  • Sub Title: Der Weg zu einer ständig wachsenden Zufriedenheit von Einwohnern, Kunden, Besuchern und der Wirtschaft
  • Width: 148 mm


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