Place Marketing. Cluj-Napoca City Case Study
Transylvanian Review of Administrative Sciences
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Title |
Place Marketing. Cluj-Napoca City Case Study
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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 |
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Subject |
marketing; Cluj-Napoca; citizens; city brands; perception; co-branding;
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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.
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Publisher |
Babes Bolyai University
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Contributor |
—
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Date |
2007-06-01
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Type |
info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion Peer-reviewed Article |
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Format |
application/pdf
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Identifier |
http://rtsa.ro/tras/index.php/tras/article/view/363
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Source |
Transylvanian Review of Administrative Sciences; 2007: Issue No. 20 E/June; 30-42
1842-2845 |
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Language |
eng
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Relation |
http://rtsa.ro/tras/index.php/tras/article/view/363/353
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Rights |
Copyright (c) 2014 Transylvanian Review of Administrative Sciences
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