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