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Marketing Approaches to Attract Investments in Municipalities

Author

Listed:
  • Evgeniya Tonkova

    (University of Economics - Varna)

  • Sevdalina Hristova

    (University of Economics - Varna)

  • Dancho Petrov

    (University of Economics - Varna)

Abstract

In recent decades there has been an increase in competition between municipalities, including among the towns themselves. The free movement of people, goods and capital within the EU and the liberalization of regulations affecting global investment have contributed to the strengthening of investor interest and its territorial deconcentration. Efforts to attract investments are made not only on national but also on local level. The activity of municipalities in this sphere is an important step towards ensuring sustainability in the development of the territory. The attraction of investments that correspond to resources, capacity and demand at municipal/municipal group level will be a top priority over the coming decades. The paper examines modern marketing approaches and means of attracting investments and embracing them within the integrated marketing of territories. Emphasis is placed on the possibility of using high technology in marketing to attract investors. The results of a survey of the practices for attracting investments, which are implemented by the municipalities in Bulgaria, are presented and guidance is given for their improvement, with a view of their more precise targeting, selection and balancing.

Suggested Citation

  • Evgeniya Tonkova & Sevdalina Hristova & Dancho Petrov, 2017. "Marketing Approaches to Attract Investments in Municipalities," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 222-229, October.
    • Handle: RePEc:aes:jetimm:v:1:y:2017:i:1:p:222-229
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    References listed on IDEAS

    as
    1. Wells, Louis Jr. & Wint, Alvin G., 1991. "The Public-Private choice: The case of marketing a country to investors," World Development, Elsevier, vol. 19(7), pages 749-761, July.
    2. Hans Christiansen & Charles P. Oman & Andrew Charlton, 2003. "Incentives-based Competition for Foreign Direct Investment: The Case of Brazil," OECD Working Papers on International Investment 2003/1, OECD Publishing.
    3. Ronan Paddison, 1993. "City Marketing, Image Reconstruction and Urban Regeneration," Urban Studies, Urban Studies Journal Limited, vol. 30(2), pages 339-349, March.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    municipality marketing; investments; integrated marketing.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • R58 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - Regional Government Analysis - - - Regional Development Planning and Policy

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