Record Details

Place Marketing. Cluj-Napoca City Case Study

Transylvanian Review of Administrative Sciences

View Archive Info
 
 
Field Value
 
Title Place Marketing. Cluj-Napoca City Case Study
 
Creator LAZĂR, Dan Tudor; Associate Professor, Public Administration Department,
Faculty of Political, Administrative and Communications
Sciences, Babeş-Bolyai University, Cluj-Napoca, Romania
CHIRCA, Andrei; Master student in Local Finance Management at
Public Administration Department, Faculty of Political,
Administrative and Communications Sciences, Babeş-Bolyai
University, Cluj-Napoca, Romania
 
Subject marketing; Cluj-Napoca; citizens; city brands; perception; co-branding;
 
Description Recently, places have become like businesses. Forces such as globalization and the new 21st century technology lead to the mobility of the resources. In this newly created situation places found themselves in a position of competing with each other. In order to face this competition places incorporate new concepts such as “marketing” into their development strategies. Concepts such as ‘place competition’, ‘distinguish and competitive advantages of the place’, ‘the brand of the place’ and ‘co-branding’ are key aspects discussed in this paper regarding the case of Cluj-Napoca. In this study we focus on elaborating this key aspects of place marketing from the citizens’ perception. We asked the citizens about their perception concerning: the most representative city brands, the importance of these brands in promoting the city’s image, the differences between their city and others and their perception towards the existence of place competition.
 
Publisher Babes Bolyai University
 
Contributor
 
Date 2007-06-01
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier http://rtsa.ro/tras/index.php/tras/article/view/363
 
Source Transylvanian Review of Administrative Sciences; 2007: Issue No. 20 E/June; 30-42
1842-2845
 
Language eng
 
Relation http://rtsa.ro/tras/index.php/tras/article/view/363/353
 
Rights Copyright (c) 2014 Transylvanian Review of Administrative Sciences