Next-generation cellular networks will provide higher cell capacity by adopting advanced physical layer techniques and broader bandwidth. Even in such networks, boundary users would suffer from low throughput due to severe inter-cell interference and unbalanced user distributions among cells, unless additional schemes to mitigate this problem are employed. In this paper, we tackle this problem by jointly optimizing partial frequency reuse and load-balancing schemes in a multi-cell network. We formulate this problem as a network-wide utility maximization problem and propose optimal offline and practical online algorithms to solve this. Our online algorithm turns out to be a simple mixture of inter- and intra-cell handover mechanisms for existing users and user association control and cell-site selection mechanisms for newly arriving users. A remarkable feature of the proposed algorithm is that it uses a notion of expected throughput as the decision making metric, as opposed to signal strength in conventional systems. Extensive simulations demonstrate that our online algorithm can not only closely approximate network-wide proportional fairness but also provide two types of gain, interference avoidance gain and load balancing gain, which yield 20 similar to 100% throughput improvement of boundary users (depending on traffic load distribution), while not penalizing total system throughput. We also demonstrate that this improvement cannot be achieved by conventional systems using universal frequency reuse and signal strength as the decision making metric.