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A marketing approach to revitalising town centres
Journal of Urban Regeneration and Renewal,
16
(4),
410-420
(2023)
Abstract
This paper presents some preliminary recommendations for mayors looking to revitalise their town centres. Our qualitative analysis addresses four research questions which provide the mayor with new insights that should increase the town’s economic attractiveness by proposing a place marketing approach.
Keywords: town centre; shop windows; mayor; branding
The full article is available to subscribers to the journal.
Author's Biography
Fatma Güneri has a PhD in marketing (2014), an Executive Certificate in designing for social innovation and leadership (2016) and a Higher Research Degree in creativity and innovation management (2018). She has been a Research Engineer at HEMiSF4iRE at the Université Catholique de Lille since 2017.
Fiza Brakel-Ahmed has a background in business studies (BA Joint Honours), communication science (MSc) and culture, organisation and management (MSc). Her research fields are urban development and new ways of working. She is a Lecturer and Researcher in the Faculty of Social Sciences in the Department of Organization Sciences at VU Amsterdam in the Netherlands.
Joséphine Fornies is currently working in marketing at the Wolf Group in France. She studied business and management and organisational management at IAE Valenciennes in the Université Polytechnique des Hauts de France. She also studied marketing at IESEG in Lille where she researched the dynamisation of small-town centres with fewer than 10,000 residents and how marketing can help cities develop their inner-city appeal.
