| Abstract: | While town centre management (TCM) has proved to be a successful strategy to maintain, improve and regenerate town centres through local partnership, there has been relatively little attention drawn to the marketing of TCM schemes. This paper explores the issues surrounding the use of key performance indicators (KPIs) for the marketing of TCM schemes in the context of wider place marketing activities undertaken by towns and cities. Drawing on evidence from a questionnaire survey of town centre managers, it is posited that they might usefully employ carefully selected KPI data to maintain and attract private investment to TCM schemes from internal and external town centre stakeholders. The paper then introduces a typology for the use of KPI marketing in town centre management. Copyright © 2004 Henry Stewart Publications |
