Resumen
Cities negatively impacted by de-industrialization are turning to marketing in order to ensure a financially secure future. As part of an economic development program for Spartanburg South Carolina, the Johnson College of Business of the University of South Carolina Upstate was asked to locate in downtown Spartanburg, South Carolina. Made possible by financial support from the city and the business community, a new College of Business building enhances the prospect of a new period of growth in the life cycle of the city, visibly supports the brand image and strengthens the ?college town?positioning of the city.