Creating Identities and Promoting the Image of the Metropolitan Areas

Urban marketing is an essential element for the strategies of economic development of cities, in the context of the intensification of competition among urban communities. The creation of identity and the promotion of town image, which are activities of the operative marketing mix, are elements contributing to the creation of a town’s brand and this represents one of the grounds for obtaining the success of the development strategy from the marketing perspective. The management of urban marketing can only hope that the actual image will be created according to the desired and conveyed town identity. The aim of the present work is to evaluate and the present the method employed for the procedures of urban marketing to become efficient instruments of local economic development. The work brings to discussion the success of urban marketing practice which enhances the attractiveness and the value of a town, with a stress on the creation of the identity and the promotion of the image of urban communities. It also presents elements which individualize the application of urban marketing in municipalities on the European territory.

Keywords

urban marketing, metropolitan area, identity, image, promotion

JEL Classification

M31, O18

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