Orientare il Town Centre Management al mercato della città

Author/s Elisa Martinelli, Bernardo Balboni
Publishing Year 2011 Issue 2011/1 Language Italian
Pages 18 P. 77-94 File size 516 KB
DOI 10.3280/ED2011-001005
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The paper proposes a method to analyse and evaluate the town market users’ needs and perceptions as unavoidable starting point for planning Town Centre Management (Tcm) initiatives in a marketing perspective. In this way the authors contribute to the evolution of Tcm studies in a strategic viewpoint and give to local government authorities some guidelines to correctly plan and implement Tcm initiatives. To this aim, the case study methodology is employed, reporting the concrete experience of the Bologna city as an innovative example in Italy, where Tcm initiatives has been partial and addressed to implement promotional activities so far. Italian local authorities usually develop and manage the town without "listening" to its users, but mostly taking into account internal aims and mainly the retailers’ voice.

Elisa Martinelli, Bernardo Balboni, Orientare il <i>Town Centre Management</i> al mercato della città in "ECONOMIA E DIRITTO DEL TERZIARIO " 1/2011, pp 77-94, DOI: 10.3280/ED2011-001005