New York City is a pioneer in the emerging field of municipal marketing. The city’s first chief marketing officer need a marketing organization with a self-funded business model that creates value for the city through the use of city assets, including physical property and media opportunities. Although an independent body, the marketing organization has with the city government agencies work to create value. Followed the appointment of the Chief Marketing Officer and the objectives of the … Read more »

New York City is a pioneer in the emerging field of municipal marketing. The city’s first chief marketing officer need a marketing organization with a self-funded business model that creates value for the city through the use of city assets, including physical property and media opportunities. Although an independent body, the marketing organization has with the city government agencies work to create value. Followed the appointment of the Chief Marketing Officer and the objectives of marketing New York City. Summarizes the City Corporate Partnerships (with Snapple and The History Channel, and others), media and licensing business to date. Challenges students to evaluate the marketing model and recommend strategies for the future, to define what activities to create the greatest benefit for the city. Additionally exposes students to the challenges of an entrepreneurial organization, within the limits of a state structure.
Including color exhibits.
To maximize their effectiveness, color cases should be printed in color.
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from
V. Kasturi Rangan,
Anita Elberse
Source: Harvard Business School
24 pages.
Publication Date: Apr 27,, 2006. Prod #: 506022-PDF-ENG
New York City Marketing HBR case solution