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Marketing New York City Case Solution & Answer

This case is about  BRANDING, GOVERNMENT, GROWTH STRATEGY, INTELLECTUAL PROPERTY JOINT VENTURES SOCIAL ENTERPRISE

PUBLICATION DATE: April 27, 2006 PRODUCT #: 506022-HCC-ENG

Marketing New York City Case Solution

The capital of the world, New York City, is an innovator in the emerging area of marketing in municipal.NYC’s CMO has to make a marketing company with a self-funded business model, which creates value for the city by leveraging the city’s assets, including physical property and media opportunities. The advertising organization must work with city government agencies to create value, although an independent corporation.This article hintsthe aims of promotion NY and the position of the chief marketing officer. Summarizes the city’s corporate partnerships (with Snapple and The History Channel, among others), media, and licensing actions to date. Challenges pupils to assess the advertising model and advocate strategies going forward, defining what activities create the most value for the city. Furthermore, exposes students to the challenges of an entrepreneurial organization operating within the boundaries of a government structure. Includes color exhibits.

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