WIT Press


IMPLEMENTING PLACE MARKETING POLICIES IN EUROPE: A COMPARATIVE EVALUATION AMONG GLASGOW, LISBON AND PRAGUE



Price

Free (open access)

Paper DOI

10.2495/SDP-V1-N4-399-418

Volume

Volume 1 (2006), Issue 4

Pages

19

Page Range

399 - 418

Author(s)

T. METAXAS

Abstract

The purpose of this paper is to present a comparative evaluation of the implementation of place marketing policies in Europe. The cities that are examined are Glasgow, Lisbon and Prague. The evaluation uses data from particular promotion and strategic plans that each city planned in order to promote its image to the potential target markets effectively. This paper proposes the view that the effective implementation of place marketing policies is based on the satisfaction of some very important criteria that cities should take into consideration in order that these policies do not become a hindrance to the cities’ development.

Keywords

city’s distinctive characteristics, Glasgow, internal and external environments, Lisbon, place marketing policies, Prague, productive system, strategic planning.