TY  - JOUR
AB  - Purpose– This article seeks to explore the usefulness of city marketing as a method to attract new residents and firms from a geographical perspective.Design/methodology/approach– To answer the research question, the paper reviews relevant theoretical concepts, empirical data on migration flows and Dutch case examples.Findings– A geographical approach towards city marketing makes clear that residents and firms show spatial self‐preference and do not easily move. This insight questions the usefulness of cold city marketing aimed at attracting newcomers.Research limitations/implications– The article is largely based on Dutch migration data and cases. More detailed research on other countries is needed to be able to generalize.Practical implications– Local authorities should shift their focus from cold to warm city marketing: they should invest in existing residents and firms rather than in newcomers. To operationalise this approach, the literature on relationship marketing might be helpful.Originality/value– City marketing is mostly aimed at attracting new investors, residents or visitors. This geography‐based paper sheds a new light on the topic and provides empirical support to take into account a city's existing population in city marketing.
VL  - 3
IS  - 3
SN  - 1753-8335
DO  - 10.1108/17538331011083925
UR  - https://doi.org/10.1108/17538331011083925
AU  - Hospers Gert‐Jan
PY  - 2010
Y1  - 2010/01/01
TI  - Making sense of place: from cold to warm city marketing
T2  - Journal of Place Management and Development
PB  - Emerald Group Publishing Limited
SP  - 182
EP  - 193
Y2  - 2024/04/25
ER  -