MARKETING URBANO INEUROPA URBAN MARKETING
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MARKETING URBANO INEUROPA URBAN MARKETING
MARKETING URBANO INEUROPA URBAN MARKETING INEUROPE Conferenza internazionale vbano International Conference a cura di - edited by Gastone Ave e Franco Corsico Editoda Torin<y „ Ineontra INDICE TABLE OF CONTENTS RINGRAZIAMENTI ACKNOWLEDGEMENTS pag. » PREFAZIONE Enrico SALZA - Presidente Centro Congressi Torino Incontra PREFACE Enrico SALZA - President of Torino Incontra Congress Centre SALUTI DELLE AUTORITA 3 4 WELCOME ADDRESSES FROM THE AUTHORITIES Gian Paolo BRIZIO - Presidente Giunta Regionale del Piemonte e Co-Presidente del Comitato Promotore Alta Velocita sulla Direttiva Est-Ovest Trieste-Lione Giovanna CATTANEO - Sindaco di Torino nel 1992 Giuseppe PICHETTO - Presidente Camera di Commercio di Torino INTRODUZIONE » » » 5 7 8 INTRODUCTION Gastone AVE Franco CORSICO Corep - Politecnico di Torino, Torino - Italia Introduzione ai contenuti del volume . . . . Introduction to the Contents of the Volume SEZIONE GENERALE MARKETING URBANO, PIANIFICAZIONE URBANISTICA E MERCATI IMMOBILIARI 1 2 10 34 GENERAL SECTION URBAN MARKETING, URBAN PLANNING AND PROPERTY MARKETS Franco CORSICO Politecnico di Torino, Torino - Italia Marketing urbano, uno strumento per le citta e per le imprese, una condizione per lo sviluppo immobiliare, una sfida per la pianificazione urbanistica Urban Marketing, a Tool for Cities and for Business Enterprises, a Condition for Property Development, a Challenge for Urban Planning . » 60 75 Gastone AVE Corep, Torino - Italia Pianificazione urbanistica e marketing urbano strategico in Europa . Urban Planning and Strategic Urban Marketing in Europe . . . . Leo van den BERG Jan van der MEER Euricur, Rotterdam - The Netherlands Urban Marketing in the Netherlands; an Overview of its Results . pag. 89 » 126 » 160 Jean BOUINOT Paris Town Planning Institute, Paris - France Urban Marketing in France » 173 Kareten SCHMIDT Dortmund University, Dortmund - Germany City Marketing in Germany » 183 Franco MELLANO Politecnico di Torino, Torino - Italia II marketing urbano nell'esperienza europea » 196 SEZIONE PROGETTI PROJECT SECTION II Premio Turin Award for Urban Marketing 1992 Enrico SALZA Presidente Centro Congressi Torino Incontra Attribuzione del Primo Premio The Awarding of First Prize » 206 » 208 Patsy HEALEY University of Newcastle upon Tyne, Newcastle upon Tyne - U.K. Le ragioni per un premio al miglior progetto di marketing urbano . The Reasons for a Prize t o the Best Urban Marketing Project . . . » 210 » 215 Primo Premio - First Prize Gerard ENGRAND Lille - France EURALILLE - II future dell'area metropolitana di Lille EURALILLE - The Future of the Lille Metropolitan Area . . . . Le immagini dei 7 migliori progetti - The images of the 7 best projects VI » 220 » 231 Progetti finalisti - Distinguished Projects Barry NATTON Merseyside Improved Houses Liverpool - U.K. Concrete Jungle to Urban Park pag. 241 Bernhard RECHMANN Public Relations/Economic Affairs at the Kommunalverband Ruhrgebiet Essen - Germany The Ruhr Image Campaign » 245 Frans LETTINGA Rotterdam City Development Corporation Rotterdam - The Netherlands The Devolpment of Waterstad, Rotterdam's Waterfront Area » 252 Alan CLARKE Alistair DALZIEL Newcastle City Council Newcastle Upon Tyne - U.K. An Integrated Approach to Marketing Newcastle and Tyne and Wear » 263 Jean-Claude QUEVREUX Maison de Famenagement de Gerland Lyons - France 12 Years of Development » 270 Bernard BERMILS Hotel de Ville Charleroi - Belgium "The Great Current" or the Marketing Adventure of the Town of Charleroi » 281 SECTION A URBAN MARKETING, GEOGRAPHY AND URBAN ECONOMICS SEZIONE A MARKETING URBANO, GEOGRAFIA ED ECONOMIA URBANA Giuseppe DEMATTEIS Politecnico di Torino Torino - Italia II marketing urbano: cooperare per competere VII » 288 Michael PARKINSON University of Liverpool Liverpool - U.K. The Rise of the Entrepreneurial European City: Strategic Responses to Economic Changes pag. 293 Roberto CAMAGNI University of Padova and Bocconi University Milan - Italy Urban Marketing as an Instrument of Competition between Cities . » 310 Riccardo CAPPELIN Universita L. Bocconi Milano - Italia La poiitica estera delle citta e l'integrazione dello spazio economico europeo » 320 Fabio SFORZI IRPET Florence - Italy City Marketing and Local Development » 341 Sergio ALESSANDRINI Stefania SAVIOLO Universita L. Bocconi Milano - Italia L'immagine comparata della metropoli milanese e il ruolo del marketing urbano » 354 Michiel OLD Chamber of Commerce and Industry for Rotterdam and the Lower-Maas Rotterdam - The Netherlands A Regional Marketing Plan for the Tourist Euroregion Rhine/Scheldt Delta » 366 J. CHEVALIER A. GASNIER Petros PETSIMERIS Universita du Maine-Le Mans - France Contest! socio-economici e politiche di promozione delle citta della Francia occidentale » 379 VIII Cedric PUGH Sheffield City Polytechnic Sheffield - U.K. The Theory and Practice of Urban Reform for Economic Development in City-Regions for the Twenty First Century pag. 387 Laurence TEXIER IRE - Groupe ESC Lyon Ecully - France The Business Location-Market Towards a First Conceptualization . » 414 Giuseppe RIZZO Universita di Verona Verona - Italia Verona: citta dinamica ma disarmonica. Quale marketing urbano? . » 422 Pierre BRUYELLE Universite de Lille Lille - France The Economy of the Lille Metropolis: Mutations, Changes of Localization and Solidarities » 434 Francesco BOGGIO Universita degli Studi di Cagliari Cagliari - Italia II marketing urbano nella prospettiva del decentramento industriale in Sardegna » 441 Attilia PEANO Province of Turin Territorial Co-ordination Plan Turin - Italy The "Mountain Frame" Project Idea » 446 Alan WENBAN-SMITH Birmingham City Council Birmingham - U.K. Infrastructure for an Advanced Industrial City » 462 Antoine BAILLY University of Geneva Geneva - Switzerland Urban Representations: the Imaginary at the Service of the Economy » 471 IX Jean-Paul GUERIN Institut de Geographie Alpine Grenoble - France Marketing urbano « identita territoriale pag. 477 Pasquale COPPOLA Lida VIGANONI University of Naples Naples - Italy The Urban Challenge between Past and Future: Naples and the Market of the Year 2000 » 482 Dare POZENEL Niko JURCA Vinko TORKAR Studio AXA Nova Gorica - Slovenia The Double Character of Twin Towns Gorica and Nova Gorica . . » 491 Alfonso ANGELILLO Antonio ANGELILLO Chiara MENATO Gorizia - Italia Gorizia-Nova Gorica: Proposta per lo sviluppo urbanistico coordinate delle aree di confine » 501 Gabriele ZANETTO Stefano SORIANI Universita degli Studi di Venezia Venezia - Italia Progetto di citta e marketing urbano: prime riflessioni sul caso veneziano » 515 SEZIONE B MARKETING URBANO, MERCATI IMMOBILIARI E PROBLEMI FINANZIARI SECTION B URBAN MARKETING, PROPERTY MARKETS AND FINANCIAL ISSUES Gualtiero TAMBURINI NOMISMA Bologna - Italia Marketing urbano: un breve commento » 532 X Bernard J. FRIEDEN M.I.T. Cambridge, Massachusetts - U.S.A. Public Sector Development in U.S. Cities: An Urban Marketing Strategy pag. 537 Herbert OELKE LUGEWO Luckenwalde - Germany Project: the Creation of Ownership as the Hub and Stabilizing Factor of Urban Development in Structurally Weak Regions » 543 Pascal DUYCK Chambre de Commerce et d'lndustrie de Lille-Roubaix-Tourcoing Lille - France Office Property Review for the Lille Metropolitan Area » 546 Roberto SAPORITI Luigi SPINA Servizio Tecnico Generale Ordine Mauriziano di Torino Turin - Italy Turin: Palazzina di Caccia and Parco di Stupinigi. New Image Development for an Upbeat European Metropolis » 550 Peter FISHER Alison HOLMES University of Northumbria at Newcastle Newcastle Upon Tyne - U.K. T h e Role of Property Research in the Marketing Process » 555 . . . . Barrie NEEDHAM Bert KRUIJT University of Nijmegen Nijmegen - The Netherlands City Marketing and Property Prices: Dutch Cities in Perfect Competition » 569 Jim BERRY Stanley McGREAL University of Ulster at Jordanstown Newtownabbey - Northern Ireland The Regeneration and Promotion of the Belfast Commercial Property Market » XI 577 Paul FOLEY Paul LAWLESS Sheffield Hallam University Sheffield - U.K. Sheffield: Partnership in City Regeneration pag. 589 Giuseppe RUSSO Unione Camere di Commercio del Piemonte e Centra Luigi Einaudi Torino - Italia Torino futura: l'impatto economico del Piano Regolatore » 604 Secondo REGIS Elio DE NARDO ENEL Compartimento di Torino Torino - Italia Computerized Real Estate Planning: a Modern Management of Patrimonial Resources » 618 SEZIONE C MARKETING URBANO, PIANIFICAZIONE URBANISTICA E PROBLEMI AMBIENTALI SECTION C URBAN MARKETING, URBAN PLANNING AND ENVIRONMENTAL ISSUES Giuseppe ROMA CENSIS Roma - Italia II marketing della media citta » 628 Gregory ASHWORTH University of Groningen Groningen - The Netherlands Marketing of Places: What Are We Doing? » 643 Kalle LOUKAMO Soil and Water Ltd Helsinki - Finland Urban Development as a Market-Place » 650 Piotr ZARZYCKI Warsaw Municipality Office Warsaw - Poland South Warsaw Airport Project - Implementation of an Economic Zone by Means of a Public-Private Partnership in a Strategic Part of the City of Warsaw » 654 XII Axel KOSTER MGE Montan - Grundstiicks- Entwicklungsgesellschaft Dortmund - Germany Urban Marketing - a New Approach for Town Planning and a Chance for Reactivation of Sites in Old-Industrial Regions pag. 662 David S. WALTON Llewelyn-Davies Planning London - U.K. Cardiff Bay Regeneration Strategy - A Case Study of the Role of Urban Design and Planning in Urban Marketing » 668 Enrico CELLINO Torino - Italia Le "Aree Tattiche" - Un'esperienza torinese di pianificazione urbana vista nell'ottica del marketing urbano » 679 Giuseppe BONACORSI Agence de Developpement et d'Urbanisme Lille - France Characteristics and Transformations of the Metropolis of Lille . . » 685 Freddy BASTIN Chambre de Commerce et dTndustrie de Lille-Roubaix-Tourcoing Lille - France The Logistic Function in the Lille Metropolitan Area » 699 Neville TOPHAM Salford University, Business Services Limited Salford - U.K. Marketing Greater Manchester Technopolis » 704 P. DEVAKI DEVI Andhra University Visakhapatnam, A.P. - India Urban Economy and its Effects on Housing » 725 Victor Fernandez SALINAS University of Seville Seville - Spain The Seville Universal Exhibition 1992: its Insertion in the Urban Space of the City » 733 Carlo SALONE Politecnico di Torino Torino - Italia Strumenti di piano e competizione internazionale. II marketing urbano come alternativa strategica ai modelli deregolativi degli anni ottanta » 740 XIII SECTION D URBAN MARKETING, INSTITUTIONAL, POLITICAL AND SOCIAL ISSUES SEZIONE D MARKETING URBANO, PROBLEMI ISTITUZIONALI, POLITICI E SOCIALI Piero GASTALDO Fondazione Agnelli Torino - Italia Introduzione e considerazioni finali sui lavori del Seminario pag. 764 Jean-Paul VALLA IRE - Institut de Recherche de FEntreprise Lyons - France Lyons, the Dynamism of a European Centre of Development » 770 Sandro POLCI Serico Sri - Gruppo CRESME Roma - Italia " N A P O L I f u n z i o n a l e " : II ruolo d e l l a c o m u n i c a z i o n e per u n a g e s t i o n e efficace d e l l e attrezzature p u b b l i c h e n e l C o m u n e d i N a p o l i . . . . » 778 Michal LYONS Ali R. GHANBARI PARSA South Bank University London - U.K. Marketing the Inner City: Locality and Competition » 785 Jean-Francois JANIN Bernard HAESEBROECK Chambre de Commerce et dTndustrie de Lille-Roubaix-Tourcoing Communaute Urbaine de Lille Lille - France A "Major Projects" Economic Policy at the Service of a Multipolar Conurbation 809 Guido DE BRABANDER Els GIJSBRECHTS UFSIA - University of Antwerp Antwerp - Belgium Cultural Policy and Urban Marketing: a General Framework and some Antwerp Experiences 814 XIV Horst RIESE Marketing Consultants for the Housing Industry Berlin - Germany Marketing Firms for the Privatization of State and City-Owned Housing in Eastern European Countries pag. 842 Werner HAUSER Stadtetag Baden-Wurttemberg Stuttgart - Germany Short Depiction of a Possible Spatial Development and Organization in the Stuttgart Region » 846 Carla ALESSANDRIA Patrizia LUDI Torino - Italia II caso di Creteil (Parigi) » 853 Michael EDWARDS Bartlett School of Architecture and Planning University College London London - U.K. How Should we Manage the Land Resources of State Railways? Some Lessons from London » 869 Wilfried KAIB Stadtbaurat der Stadt Offenbach a.M. Rathaus Offenbach - Germany Urban Marketing as a Third Way between Centrally Planned Economy and Market Economy » 877 Joze DEKLEVA Urban Planning Institute of Slovenia Ljubljana - Slovenia The Contradictions of Transition from State to Market Economy » 882 Patrizia LOMBARDI Politecnico di Torino Torino - Italia Marketing urbano: strumento e condizione per lo sviluppo sostenibile delle citta » 889 XV LABORATORIO LA COMUNICAZIONE COME CHIAVE DI OGNI MARKETING MIX WORKSHOP COMMUNICATIONS AS THE KEY TO EVERY MARKETING MIX Luigi MARSON Corporate Milano - Italia La comunicazione come chiave di ogni marketing mix pag. 898 Claire CHALONS Strasbourg - France In Support of Urban Marketing in Turin » 900 Bruno GANDINO Torino - Italia Un "Mese dell'Architettura" ad Alessandria per promuovere l'immagine "interna" ed "esterna" della citta » 905 Luigi GAIDO IRE - Marketing & Comunicazione Turin - Italy Urban Marketing Methodology: the Competitive Positioning of the City » 908 Mario Federico ROGGERO Maria Teresa GATTI Committee for Projecting Turin into Europe: a Cultural Journey Turin - Italy "Europe: Mission Turin" - Marketing Communication Waves . . » 913 XVI