Go to AfricaBib home

Go to AfricaBib home Africana Periodical Literature Go to database home

bibliographic database
Line
Previous page New search

The free AfricaBib App for Android is available here

Periodical article Periodical article Leiden University catalogue Leiden University catalogue WorldCat catalogue WorldCat
Title:Place marketing and local proactivity in the economic development of Benoni
Author:Walker, Marian
Year:2000
Periodical:Urban Forum
Volume:11
Issue:1
Pages:73-99
Language:English
Geographic term:South Africa
Subjects:municipal government
urban areas
advertising
External link:https://link.springer.com/article/10.1007/BF03036832
Abstract:Place marketing involves the re-evaluation and re-presentation of a place in order to create and market a new image for the locality so as to enhance its competitive position in attracting or retaining resources. This paper explores the fundamental role that place marketing and the proactive attitude of local authorities have played in the economic survival and development of Benoni, an industrial mining city on the East Rand in South Africa. Two main phases of local proactivity and city marketing can be identified, the first beginning in the 1930s and reaching its peak in 1947, and the second, still in its initial stages, commencing in 1997. The paper illustrates how a variety of factors, at the global, national, regional and local levels contributed to galvanizing the Benoni Council into becoming actively involved in the economic development of their town, and later, city. In both periods, place marketing has played a crucial role in arresting the economic decline of Benoni. Advertising was coupled with a strategy of urban enhancement and upgrading. Earlier promotional activities depended heavily on the use of exaggeration and clichés to convey positive messages. The emphasis now is on alleviating the negative perception that people have of Benoni and advertising is more demand-orientated. The analysis draws on the records of the Town Council of Benoni from the State Archives in Pretoria, promotional material, and interviews with members of the Benoni City Council and community. Bibliogr.