Greifswald: das Image als Faktor der Stadtentwicklung; eine qualitative Untersuchung zur Stadtmarketing-Konzeption

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027A    $aGreifswald: image as a factor in city development 
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047I    $aAbstract: The present paper analyses the image of the Hither Pomeranian city of Greifswald as a preliminary study of a city marketing concept. The author determines the image formed by so-called resident "experts" by means of a qualitative poll and additionally compares that picture to the opinion of non-resident visitors to the city. The image analysis pinpoints the city's weak and strong points and indicates the components which must be discussed in order to improve the city's attractiveness and to further its locational advantages. This discusion should be an integral part of the city marketing strategy. The points which are most cited in the image analysis of the city of Greifswald can be considered as the important items of discussion and approach in the city marketing strategy. Figuring above all among them are those qualitative characteristics which refer to the overall urban development and which also partially include the region. The first rank is held by the qualitative image chara 

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