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Marketing of territorial unit as a unit of living space

Author

Listed:
  • František Olšavský

    (Comenius University in Bratislava, Bratislava, Slovak Republic)

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.

Suggested Citation

  • František Olšavský, 2019. "Marketing of territorial unit as a unit of living space," Marketing Science & Inspirations, Comenius University in Bratislava, Faculty of Management, vol. 14(4), pages 25-41.
    • Handle: RePEc:cub:journm:v:14:y:2019:i:4:p:25-41
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    More about this item

    Keywords

    town image; territorial unit; city; city ranking;
    All these keywords.

    JEL classification:

    • H75 - Public Economics - - State and Local Government; Intergovernmental Relations - - - State and Local Government: Health, Education, and Welfare
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • O18 - Economic Development, Innovation, Technological Change, and Growth - - Economic Development - - - Urban, Rural, Regional, and Transportation Analysis; Housing; Infrastructure
    • R31 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - Real Estate Markets, Spatial Production Analysis, and Firm Location - - - Housing Supply and Markets

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