THE MARKETING OF ENTERPRISE ZONES

Marketing can be defined as ‘the management process responsible for identifying, anticipating and satisfying customer requirements profitably. The most profitable new markets are developed from the recognition of a need which is not being satisfied’. For industrial and commercial property, several discrete stages can be identified in the long‐term process of marketing. In this paper, these stages will be used to outline a marketing strategy for enterprise zones, based on a continuing study of the Swansea Enterprise Zone. It is readily acknowledged that the approach has been adapted from the views of E. S. Cleavely found in his leading text — ‘The Marketing of Industrial and Commercial Property’.