商品敘述：

New York City is a pioneer in the emerging field of municipal marketing. The city''s first chief marketing officer must develop a marketing organization with a self-funded business model that creates value for the city by leveraging the city''s assets, including physical property and media opportunities. Although an independent corporation, the marketing organization must work with city government agencies to create value. Traces the appointment of the chief marketing officer and the objectives of marketing New York City. Summarizes the city''s corporate partnerships (with Snapple and The History Channel, among others), media, and licensing activities to date. Challenges students to evaluate the marketing model and recommend strategies going forward, defining what activities create the most value for the city. Additionally, exposes students to the challenges of an entrepreneurial organization operating within the confines of a government structure. Includes color exhibits.

涵蓋領域：

Licensing;Models;Government agencies;Entrepreneurship;Corporate social responsibility;Marketing;Marketing strategy;Product positioning;Brand management;Partnerships;Value creation

相關資料：

Case Teaching Note, (5-508-035), 17p, by V. Kasturi Rangan, Anita Elberse, Marie Bell

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