The article focuses on the international attractiveness of a city and its territory. The aim is to reflect on what dimensions and critical success factors decision makers should work on. The theme is treated in relation to a specific context - the city of Milan - and the results of a perception survey that was realized in 2009-2010. The analysis was conducted on 2000 non-resident citizens (1000 Italians and 1000 foreigners). The results give some hints on marketing implications and on what makes Milan attractive in the eyes of potential citizens, also considering that the city planning will significantly transform its territorial system in the next few years.
Keywords: Milan, international, competitiveness, attractiveness, citizens, territory
Renato Fiocca, Laura Gavinelli, Luigi Orsi, Luca Zanderighi, Dimensions of attractiveness for a city and marketing implications. A perceptive analysis on potential citizens in "MERCATI E COMPETITIVITÀ" 3/2011, pp. 39-63, DOI:10.3280/MC2011-003004