Marketing at the public/private sector interface; town centre management schemes in the south of England

The last ten years have witnessed the rapid expansion of town centre management (TCM) schemes in the UK. In many TCM schemes the original ‘janitorial’ emphasis on improvements to the fabric of the town centre has been replaced by a more ‘strategic’ perspective, manifested inter alia by the increased use of marketing and promotion. The article considers the use of marketing planning concepts and specific marketing and promotional techniques (using Kotler et al’s Principles of Marketing, 2nd European Edition, Prentice Hall Europe, Harlow, 1999) four-stage marketing planning framework, comprising analysis, planning, implementation and control) in five contrasting TCM schemes in the south of England. A framework of marketing objectives for TCM schemes is proposed and three broad types of marketing activities identified: footfall drivers; participation builders and awareness builders. The article concludes with a discussion of the implications for TCM schemes.