CITIES IN THE PROCESS OF STRATEGIC MARKETING PLANNING: THE CASE OF THE PROVINCE OF ERZURUM

Abstract

As in all marketing activities, strategic planning seems to have an important place in the development, improvement and branding process of the cities. It has become one of the most important activities used by the cities, which become similar to each other through globalization in particular, to attract visitors, investors, merchants and settlers in an intense competitive environment. The aim of this study is to evaluate the factors that will affect the branding of the city of Erzurum with a strategic perspective in a globalizing world. In this context, face-to-face interviews and focus group interviews were conducted with local people and local administrative authority in order to determine the physical, socio-cultural, historical, administrative and functional elements of the city of Erzurum which will affect the city's brand identity and positioning. As a result of the research, it was determined that the city of Erzurum has numerous underutilized riches that will contribute to the branding in this regard