Smart Cities Marketing and Its Conceptual Grounds
Ključne besede:
pametna mesta, marketing, ekonomika, konceptualne osnovePovzetek
Najpogostejša v literaturi sprejeta definicija pametnega mesta se nanaša na razvito urbano območje, ki ustvarja trajnostni gospodarski razvoj in visoko kakovost življenja. Zato bi moralo biti mesto vedno sposobno prepoznati in učinkovito rešiti svoje ključne razvojne izzive, da bi izboljšalo kakovost življenja svojih državljanov. Glede ekonomskega pristopa se avtorji opirajo na endogeno teorijo rasti po Arrowu. Avtorji preučijo vlogo pametnega upravljanja in upravljanja pametnih mest, ki bo morala združiti potrebo po kapitalu in potrebo po zagotavljanju okolja, da bo ta kapital okrepil sodobne mestne dejavnike. Na podlagi tega avtorji razpravljajo o vidikih komunikacije in pomenu razvoja do pametnih skupnosti, pri čemer ne gre več za vzpostavitev pametnih mest, temveč je središče na ljudeh in njihovih potrebah. Za nastajajoče pametno mesto, ki ga sestavljajo manjša mesta in občine, avtorji opišejo spreminjajočo se vlogo trženja in prenos vlog v njegovih procesih, da bi pokazali potrebo po seznanjanju z duhom odprtih inovacij in potrebo po premisleku na področju tržnih strategij v to nastajajočo resničnost.
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