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Published in:
2015 | OriginalPaper | Chapter
Marketing Research for City Administration A Tool for Strategy Decisions
Authors : Rebecca M. J. Yates, Timothy J. Flanagan, John B. Cordrey
Published in: Proceedings of the 1985 Academy of Marketing Science (AMS) Annual Conference
Publisher: Springer International Publishing
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Local governments are subscribing to marketing concepts and the value of marketing research at an increasing rate. Survey research is one popular way of learning about specific groups under the jurisdiction of a local government and how to market to these groups. An example is a survey of scientists and engineers conducted in Dayton, Ohio. The results of this survey provide a foundation for decisions on marketing the city to high technology firms and those firms’ employees.