Identity and image in the city marketing
Absztrakt
Our paper shows a comprehensive view of theoretical and practical aspect of city marketing and its planning model. Based on the competence-based paradigm, the focus is placed on steps in marketing planning, the 2P-mix instead of 4Ps. The central elements of the model are decisions and actions concerning city identity and city image. Methodology of city-audit-structure, which was tested in practice, is an important tool for decision makers in public marketing.
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Megjelent
2019-10-13
Hogyan kell idézni
Piskóti, I. és Nagy, S. (2019) „Identity and image in the city marketing”, Marketing & Menedzsment, 42(5-6), o. 106–116. Elérhető: https://journals.lib.pte.hu/index.php/mm/article/view/499 (Elérés: 5 október 2024).
Folyóirat szám
Rovat
VII International conference of the AIMPN