OKOS VÁROS MEGOLDÁSOK MINT VÁROSMARKETING ÉS VÁROSMÁRKÁZÁS ESZKÖZÖK – ÚJVIDÉK ESETTANULMÁNYA

Abstract

Today, not only manufacturers, products and brands compete with each other, but also countries,
regions and cities too. While products compete for consumers, cities compete for tourists,
investors, skilled labor, talented students etc. This competition is not only taking place within the
borders of a country, but is increasingly moving to an international level.
This competition requires marketing expertise and the correct use of marketing tools that enable
cities to build and maintain their competitiveness and positive image. All this requires the city
management to show a greater degree of market orientation and marketing approach, taking into
account the realistic opportunities and threats.
The intensification of competition requires more conscious and thoughtful marketing policy and
strategy, where Smart City solutions are also becoming more and more important. Cities that have
introduced various smart solutions have been able to use them in several cases as a tool for urban
marketing. The city of Novi Sad has done the same, and these solutions will be presented in this
study.