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Smart Cities Marketing and Its Conceptual Grounds

Anita Maček, Rasto Ovin, Urška Starc - Peceny

Abstract


The most frequent definition of the smart city in the literature defines it as a
developed urban area that creates sustainable economic development and high
quality of life. Therefore, a city should always be capable of identifying and
effectively resolving its key development challenges in order to improve the
quality of life of its citizens. Regarding economics approach, the authors rely on
endogenous growth theory derived from Arrow. The authors explore the role of
smart city management and governance, which will have to combine the need for
capital with the need to ensure the environment that this capital will enhance
modern urban producing factors. Hence, the authors discuss communication
aspects and the importance of the evolution toward smart communities, where
the idea is not on making places smart anymore, but rather focus on humans
and their needs. For an emerging smart city, market built up of smaller cities and
municipalities describes the changing role of marketing and the shift of roles in
its processes in order to show the urge to become familiar with the spirit of open
innovation and rethink marketing strategy in this emerging reality.


Keywords


smart cities, marketing, economics, conceptual grounds

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