The Need and Importance of Financial Innovation in City Marketing

Responding to consumer expectations financially due to continually changing needs has become an increasingly important problem. The financial problem affects city marketing, which has become a branch of marketing science. Cities provide Finance from central governments, but they also must generate resources to develop and grow. Each city has an original side and a potential source that can reveal it. It has existing resources that the city can develop. However, some cities cannot use their resources due to the lack of financial innovation and cannot develop. This study aims to research the contribution of financial innovation with urban marketing and to contribute academically to cities facing financial problems. Therefore, the information on city marketing, innovation, and Finance has been analyzed from the literature and data obtained under two main concepts: need and importance of financial innovation in the scope of city marketing. This study will attract and inform academicians and city managers and contribute to city marketing. © 2021, The Author(s), under exclusive license to Springer Nature Switzerland AG.