Marketing Town Centres: Retailing and Town Centre Management

Abstract

The role of town centre management (TCM) schemes in the UK has expanded to incorporate a more overt and explicit focus on marketing and promotion. This paper considers the marketing/promotional activities of TCM schemes in the UK. TCM schemes operate at the interface of the public and private sectors. The implications of this are discussed, including the need for a consensual approach by a wide range of urban stakeholders, and the actual activities undertaken, influenced by the funding imperative under which such schemes operate (which impacts on the feasibility of certain activities and the efforts made to evaluate them). Comparisons are drawn between specific place marketing practice by TCM schemes and wider place marketing strategies.