Marketing Approaches in Planning of the Compact City

Abstract

The paper presents an attempt at assessment of marketing values of the structure of the compact city in the context of current tendencies in the development of cities and self-governmental activities. Inward urban development involves the accumulation of many urban factors and possibilities of solving the existing spatial problems. The objective is to search for complex urban planning solutions permitting the coexistence of common benefits. The features of the functional spatial structure of a compact city were analyzed in terms of the marketing value of urban space. The objective of the article is to verify the potential marketing value of the compact city, i.e. its offer. The comparative analysis of the definition, targets, attributes, tools, and products of the idea of the compact city and urban marketing leads to the ability of distinguishing potential opportunities in the process of spatial planning and urban design. The result is the countercheck of impact factors on the value of urban space as marketing products, the distinction of potential products at every stage of the planning process, and the attempt to include marketing approaches in urban planning. The research showed that the that evident relations between spatial planning and urban marketing offer possibilities of integration of both areas and achievement of quantifiable advantages.