New Insights of Profile Oriented Marketing and Adaption Management for a Future-Oriented City Development

2017

The world is changing fast, and cities are facing complex transitions in economic, social and environmental areas. Therefore, the design of city systems will play an essential role in shaping a sustainable, innovative and livable future. Adaptive urban profiling was recently presented as a useful tool for municipals to enhance sustainable city development. It builds upon profile oriented marketing while including elements of adaption management. Thus, city managers can increase their cities attractiveness by providing it with a clear profile that is recognized around the world on the one hand, while flexibly adapting to change if necessary. Only an integrated approach that puts people first…