TERITORIÁLNÍ MARKETING JAKO FAKTOR REGIONÁLNÍHO ROZVOJE NA PŘÍKLADU MĚSTA CURYCH
REGIONAL DEVELOPMENT BASED ON THE TERRITORIAL MARKETING: THE CASE OF ZURICH

Author(s): Lucie Herbočková
Subject(s): Economic development, Marketing / Advertising
Published by: Masarykova univerzita nakladatelství
Keywords: territorial marketing; city marketing; city of Zurich; target group; regional development;
Summary/Abstract: The article introduces the concept of territorial marketing and its reflection in the attractiveness of Zurich territory. Even though the process of globalization brings benefits, it also challenges the small territories to compete in the global market. Regarding regional development, the concept helps to maximize the level of the attractiveness of the city, thus economic growth. In general, territorial marketing strategies are quite successful in innovative regions, as well as cities. The primary reason for choosing such a city is precisely its innovative potential and strategy, as the city council effectively works with elements of territorial marketing and develops its territory sustainably. The article aims to analyze the relevance of the concept in the city of Zurich, applying the method of secondary data analysis. Zurich is a representative city that the implementation of the concept of territorial marketing may increase the attractiveness of the territory. The city council works effectively with important segments and knows its preferences. It uses local entrepreneurs, employees and residents, visitors, potential investors, and international companies to identify its target groups. The city's priorities are the development and cooperation of local entities, innovative activities, and attractiveness for potential external investors, which brings opportunities to the city.

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