MARKETING URBANO INEUROPA URBAN MARKETING INEUROPE. vbano. Conferenza internazionale. International Conference. Torin<y Ineontra

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1 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

2 INDICE TABLE OF CONTENTS RINGRAZIAMENTI pag. 1 ACKNOWLEDGEMENTS» 2 PREFAZIONE Enrico SALZA - Presidente Centro Congressi Torino Incontra PREFACE Enrico SALZA - President of Torino Incontra Congress Centre 3 4 SALUTI DELLE AUTORITA 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» 5 Giovanna CATTANEO - Sindaco di Torino nel 1992» 7 Giuseppe PICHETTO - Presidente Camera di Commercio di Torino» 8 INTRODUZIONE Gastone AVE Franco CORSICO Corep - Politecnico di Torino, Introduzione ai contenuti del volume.... Introduction to the Contents of the Volume INTRODUCTION SEZIONE GENERALE MARKETING URBANO, PIANIFICAZIONE URBANISTICA E MERCATI IMMOBILIARI GENERAL SECTION URBAN MARKETING, URBAN PLANNING AND PROPERTY MARKETS Franco CORSICO Politecnico di Torino, 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

3 Gastone AVE Corep, Pianificazione urbanistica e marketing urbano strategico in Europa. pag. 89 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.» 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, 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» 206 The Awarding of First Prize» 208 Patsy HEALEY University of Newcastle upon Tyne, Newcastle upon Tyne - U.K. Le ragioni per un premio al miglior progetto di marketing urbano.» 210 The Reasons for a Prize to the Best Urban Marketing Project...» Primo Premio - First Prize Gerard ENGRAND Lille - France - EURALILLE - II future dell'area metropolitana di Lille» 220 EURALILLE - The Future of the Lille Metropolitan Area...» Le immagini dei 7 migliori progetti - The images of the 7 best projects VI

4 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 Alan CLARKE Alistair DALZIEL Newcastle City Council Newcastle Upon Tyne - U.K. An Integrated Approach to Marketing Newcastle and Tyne and Wear Jean-Claude QUEVREUX Maison de Famenagement de Gerland Lyons - France 12 Years of Development» 252» 263» 270 Bernard BERMILS Hotel de Ville Charleroi - Belgium "The Great Current" or the Marketing Adventure of the Town of Charleroi» 281 SEZIONE A MARKETING URBANO, GEOGRAFIA ED ECONOMIA URBANA Giuseppe DEMATTEIS Politecnico di Torino II marketing urbano: cooperare per competere SECTION A URBAN MARKETING, GEOGRAPHY AND URBAN ECONOMICS» 288 VII

5 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

6 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

7 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

8 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 R o l e of Property Research in the M a r k e t i n g Process...» 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» 577 XI

9 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 futura: l'impatto economico del Piano Regolatore» 604 Secondo REGIS Elio DE NARDO ENEL Compartimento di Torino 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

10 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 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 Strumenti di piano e competizione internazionale. II marketing urbano come alternativa strategica ai modelli deregolativi degli anni ottanta» 740 XIII

11 SEZIONE D MARKETING URBANO, PROBLEMI ISTITUZIONALI, POLITICI E SOCIALI SECTION D URBAN MARKETING, INSTITUTIONAL, POLITICAL AND SOCIAL ISSUES Piero GASTALDO Fondazione Agnelli 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 "NA POLIfunzionale": II ruolo della comunicazione per una gestione efficace delle attrezzature pubbliche nel Comune di Napoli...» 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

12 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 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 Marketing urbano: strumento e condizione per lo sviluppo sostenibile delle citta» 889 XV

13 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 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