Does Beverly Hills need marketing?

Allyson L. Stewart-Allen

Beverly Hills has hired its first professional marketer to combat a slide in tourism. Allyson L.

does beverly hills need marketing?

Allyson L. StewartAllenInternational Marketing Partners

The city of Beverly Hills has turned to professional marketing help. But does this worldfamous US city, renowned for its wealth, retail and generous endorsement of sitcoms and toothpaste, need an fmcg marketer? Apparently so. Since September 11th 2001, tourism to this glamour spot which accounts for 80% of the city's income has withered significantly. Combine this with the cancellation in 2000 of the famous TV show Beverly Hills 90210 (which brought a steady stream of aspirants keen to see the tans and perfect teeth for themselves)...

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