Marketing for Community and Economic Development

Marketing plays a vital role in the success of community and economic development. While often associated with the private sector, marketing principles – when applied to cities, towns, and regions – help shape identity, attract investment, and inspire pride among residents. This chapter explores the foundational concepts of marketing within the context of community and economic development, introducing frameworks such as the 7 Ps, SWOT analysis, and strategic planning. It provides guidance on identifying audiences, crafting goals and strategies, and building authentic community brands. Drawing from real-world case studies, including Duluth, Georgia’s downtown revitalization, this chapter demonstrates how communities can align vision, strategy, and storytelling to foster sustainable economic growth.