Template-Type: ReDIF-Article 1.0
Author-Name: František Olšavský
Author-Name-First: František
Author-Name-Last: Olšavský
Author-Email: frantisek.olsavsky@fm.uniba.sk
Author-Workplace-Name: Comenius University in Bratislava, Bratislava, Slovak Republic
Title: Marketing of territorial unit as a unit of living space
Abstract: Marketing of territorial units is currently considered a practical discipline in strategic planning of territorial units. Marketing seems to be an essential tool especially in a dynamically changing environment facing sharp competitive forces and various interest groups. Each competent marketing manager is responsible for the implementation of marketing activities. The aim of this paper is to illustrate the importance of marketing and the image of the city in promotion of common values for specific target groups: citizens, visitors, entrepreneurs and employees. On the example of the city of Bratislava the article presents results of international ranking evaluation of cities in 4 cases. The results are interpreted in the terms of target groups interests.
Classification-JEL: H75, M31, O18, R31
Keywords: town image, territorial unit, city, city ranking
Journal: Marketing Science & Inspirations
Pages: 25-41
Volume: 14
Issue: 4
Year: 2019
File-URL: https://msijournal.com/marketing-uzemnej-jednotky-ako-jednotky-zivotneho-priestoru/
Handle: RePEc:cub:journm:v:14:y:2019:i:4:p:25-41