<abstract xmlns="http://www.w3.org/1999/xhtml">

<p>Competition for all kinds of resources has started among the Ukrainian cities and first of all for human capital. Therefore, a proper strategic planning is the uppermost priority for local governments. In this paper, the vision and market segmentation of the adopted strategy for the socio-economic development of the Ukrainian city of Sumy is analysed using the comparative method and content analysis. It aims to demonstrate that the city marketing approach towards strategy creation helps to make the strategy more concrete and visible. Existing city marketing strategies of Helsinki, Whitehorse, and North Port were used for comparison.</p>
</abstract>

Competition for all kinds of resources has started among the Ukrainian cities and first of all for human capital. Therefore, a proper strategic planning is the uppermost priority for local governments. In this paper, the vision and market segmentation of the adopted strategy for the socio-economic development of the Ukrainian city of Sumy is analysed using the comparative method and content analysis. It aims to demonstrate that the city marketing approach towards strategy creation helps to make the strategy more concrete and visible. Existing city marketing strategies of Helsinki, Whitehorse, and North Port were used for comparison.

Vision and Market Segmentation in Urban Strategy through Marketing Approach: A Case Study of Sumy City

PhD student, National University of Public Service

Acta Universitatis Sapientiae, European and Regional Studies

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Competition for all kinds of resources has started among the Ukrainian cities and first of all for human capital. Therefore, a proper strategic planning is the...

Vision and Market Segmentation in Urban Strategy through Marketing Approach: A Case Study of Sumy City

Published Online: Feb 02, 2022

Page range: 48 - 62

DOI: https://doi.org/10.2478/auseur-2021-0011

Keywords
urban strategy, city marketing, vision, market segmentation, target audience

© 2021 Anastasiia Yezhova, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Vision and Market Segmentation in Urban Strategy through Marketing Approach: A Case Study of Sumy City

Published Online: Feb 02, 2022

Page range: 48 - 62

DOI: https://doi.org/10.2478/auseur-2021-0011

Keywordsurban strategy, city marketing, vision, market segmentation, target audience

© 2021 Anastasiia Yezhova, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Keywords
urban strategy, city marketing, vision, market segmentation, target audience