Identity and Image in the City Marketing

Piskoti, Istvan; Nagy, Szabolcs

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Identity and Image in the City Marketing

MARKETING ÉS MENEDZSMENT (ISSN: 1219-0349) Vol. 42.: (5-6.) pp. 106-116. (2008)

23 Pages Posted: 15 Mar 2017

See all articles by Istvan Piskoti

Our paper shows a comprehensive view of the 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. The methodology of city-audit-structure, which was tested in practice, is an important tool for decision makers in public marketing.

Keywords: city marketing, city image, city identity, dual approach, 2P mix, city development

JEL Classification: M31, P25, P48

Suggested Citation: Suggested Citation

Piskoti, Istvan and Nagy, Szabolcs, Identity and Image in the City Marketing (2008). MARKETING ÉS MENEDZSMENT (ISSN: 1219-0349) Vol. 42.: (5-6.) pp. 106-116. (2008), Available at SSRN: https://ssrn.com/abstract=2932148