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Marketing New York City Case Solution & Answer

New York City is a pioneer in the emerging field of municipal marketing. First director of marketing for the city should develop a marketing organization with self-funded business model that creates value for the city based on the strengths of the city’s physical and possibilities of media properties. Although an independent company, the marketing organization must work with government agencies of the city to create value. Traces of the appointment of the director of marketing and marketing objectives of the City of New York. Resume partnerships with companies in the city (with Snapple and The History Channel, among others), media and licensing activities to date. Challenges students to evaluate the marketing model and recommend strategies for the future, to define the activities that generate the most value for the city. Also exposes students to the challenges of a business organization operating within a governance structure.
by
V. Kasturi Rangan,
Anita Elberse
Source: Harvard Business School
24 pages.
Date Posted: April 27, 2006. Prod #: 506022-PDF-ENG
Solution Marketing Case New York City

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