Identity and image in the city marketing

Authors

  • István Piskóti Department of Marketing Strategy and Communication, Institute of Marketing, University of Miskolc
  • Szabolcs Nagy Department of Marketing Strategy and Communication, Institute of Marketing, University of Miskolc

Abstract

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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Published

2019-10-13

How to Cite

Piskóti, I. and Nagy, S. (2019) “Identity and image in the city marketing”, The Hungarian Journal of Marketing and Management, 42(5-6), pp. 106–116. Available at: https://journals-test.lib.pte.hu/index.php/mm/article/view/499 (Accessed: 29 November 2024).

Issue

Vol. 42 No. 5-6 (2008)

Section

VII International conference of the AIMPN