Munich Personal RePEc Archive

Planning, managing and implementing place/city marketing effectively: review and discussion of the last 25 years

Metaxas, Theodore (2010): Planning, managing and implementing place/city marketing effectively: review and discussion of the last 25 years.

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Abstract

One of the most interesting issues in the literature of urban studies, the last thirty years especially,, concern the significance of city marketing procedure on high degree of city competitiveness achievement. The basic questions arising refer to the effectiveness of city marketing and how it can be measured, to the ability of public local authorities to plan and implement promotion policies as well as to the determination of the prerequisites according to which the “final produced good”, which is the “city image”, can be promoted effectively to the potential target markets. The purpose of the paper is to provide some answers to the questions above by reviewing and discussing the main relevant arguments of the last 25 years.

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