ENHANCING SUSTAINABLE AND FUTURE-ORIENTED CITY DEVELOPMENT WITH ASPECTS OF PROFILE ORIENTED MARKETING AND ADAPTION MANAGEMENT.

The increasing urbanization is a key trend and the world is changing fast, therefore cities are facing complex transitions in economic, social and environmental areas. Therefore this paper addresses the need to understand city and location management, also termed communal marketing, as part of a process whereby its fundamental meaning and transformation are considered. As a result of this changing aspects, the design of city systems will play an essential role in shaping a sustainable, innovative and livable future and must be utilized more professionally in a focused and systematic way. Identity-oriented adaptive urban profiling was recently presented as a useful tool for municipals to enhance sustainable city development. It builds upon profile oriented marketing, while including elements of adaption management. Thus, city managers can increase their cities attractiveness by providing it with a clear profile that is recognized around the world on the one hand, while flexibly adapting to change if necessary. Here, this additional feature of the adaptive urban profiling model will be presented, that shall make the task of maintaining a stable profile while constantly adapting it, easier: the triple-bottom line. As the major domains of change are economic, social and environmental areas, these three domains are now integrated into the profile. Thus, if adaptations are necessary in one of the domains, the profile will still be recognizable via keeping the other two domains stable during this process. Thereby, the adaptive urban profiling model has now incorporated the three pillars of sustainable urban development. The city profile shall increase the uniqueness and visibility of competitive sustainable urban structures and provide solutions to optimize the urban living environment. Therefore, this work illustrates how the boundaries created to manage and market future liveable city destinations, in order to position cities strategically in a sustainable and future-oriented manner, and show the root of the practical and academic problems that trouble cities these days. This umbrella view serves as the foundation of a new paradigm in urban management and marketing. This paper targets practitioners who are responsible for city and location management and marketing, as well as figures in administration and politics. [ABSTRACT FROM AUTHOR]