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People and partnerships: marketing urban retailing

Gary Warnaby (Senior Lecturer in Marketing at the School of Management, University of Salford, Manchester, UK)
David Bennison (Research Coordinator for Retail Management at the Manchester Metropolitan University Business School, Manchester, UK)
Barry J. Davies (Professor and Assistant Dean responsible for Research at the University of Gloucestershire Business School, Cheltenham, UK)
Howard Hughes (Professor in the Faculty of Food, Clothing & Hospitality Management, at the Manchester Metropolitan University Business School, Manchester, UK)

International Journal of Retail & Distribution Management

ISSN: 0959-0552

Article publication date: 1 November 2004

Abstract

This article investigates the interaction between urban place marketing actors with specific reference to marketing urban areas as shopping destinations – town centre managers, shopping centre managers, local authority economic development managers and marketing managers and tourism promotion managers. It reports the results of a survey of these actors in the top 173 urban shopping destinations in the UK. It identifies those actors with prime responsibility for marketing urban retail provision (i.e. town centre managers and shopping centre managers), the nature of their collaboration (via formal, informal, and initiative‐specific interaction), and the factors impelling interaction (i.e. recognition of the linkages between the activities of different organisations, ensuring wider representation of organisational interests and the financial imperative). With the recent publication of Draft PPS6 and its increased focus on the strategic development of smaller centres, the implications for the marketing/promotion of such centres are addressed in detail.

Keywords

Citation

Warnaby, G., Bennison, D., Davies, B.J. and Hughes, H. (2004), "People and partnerships: marketing urban retailing", International Journal of Retail & Distribution Management, Vol. 32 No. 11, pp. 545-556. https://doi.org/10.1108/09590550410564773

Publisher

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Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited