INTEGRATION OF APPROACHES TO MODERN URBAN PLANNING SOLUTIONS: BALANCE OF MARKETING CREATIVE AND UTILITARITY
DOI:
https://doi.org/10.32782/ecovis/2025-3-5Keywords:
urban solutions, marketing creativity, utilitarianism, municipal marketing, city, urban planning, sustainable developmentAbstract
The contemporary world confronts unprecedented challenges of urbanization, including rapid urban population growth, environmental crises, social inequalities, and intensifying inter-city competition, all of which necessitate innovative approaches to urban planning. Within this context, urban strategies must navigate the dual pressures of aesthetic imperatives and functional requirements, making the question of balancing marketing creativity aimed at enhancing a city’s attractiveness with utilitarianism, which ensures its functionality, particularly pressing. This issue is especially critical in regions facing resource constraints and socio-political instability, where urban development is often hindered by systemic challenges. This study engages in a theoretical and empirical analysis of the roles of marketing creativity and utilitarianism in urban planning, with a focus on adapting global best practices to local realities. The aim is to identify the optimal integration of creative and pragmatic approaches to foster sustainable urban development. Methodologically, the research draws on a systematic analysis of open-source data, case studies of international urban initiatives, and a comparative examination of alternative urban design models. The findings reveal that the synergy between marketing creativity and utilitarianism enhances urban functional efficiency, stakeholder appeal, and social inclusivity. However, in many regions, utilitarian approaches dominate due to resource limitations, underscoring the need for contextual adaptation of international practices to overcome local challenges. The study proposes a theoretical framework for refining urban solutions and policies, emphasizing the importance of integrating creativity and functionality. Future research prospects include exploring the impact of digital technologies on urban planning efficiency and investigating participatory governance models to foster inclusive urban spaces, particularly in contexts of recovery and resilience.
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