Promoting Verwoerdburg : a study in city marketing

Abstract

City marketing is a recently developed process to assist communities in achieving development oriented aims. Changing economic circumstances created such a need and marketing contributed key concepts such as marketing mix and auditing procedures while the process usually occurs within a town planning context. Case studies of applied city marketing reveal predominantly growth related goals, diverse strategies, successes and problems concerning community involvement, equity and effectiveness. South African local authorities have only recently recognised the need for marketing, but tend to limit their actions to promotion. The Verwoerdburg Town Council which successfully established its new central business district, Verwoerdburgstad, through city marketing, has lost its impetus and direction. The Town Council should re-evaluate its goals and methods in order to market itself successfully.