| Date: |
2011 |
| Description: |
23 p. |
| Abstract: |
The aim of this study is to develop a model measuring the performance of cities' marketing efforts. The model and the benchmarking methodology presented can be used by local authorities to position their marketing efforts and achievements against other (competing) cities and to identify best practices that can assist place marketers in learning how to be more efficient obtaining desired place marketing results, e. g. , improved city brand image, with the available resources/budgets. The major implication for practitioners is that place marketing should be managed as a process, taking into account both the resource flows and the outputs, as well as the efficiency of this process. |
| Rights: |
Aquest document està subjecte a una llicència d'ús Creative Commons. Es permet la reproducció total o parcial, la distribució, i la comunicació pública de l'obra, sempre que no sigui amb finalitats comercials, i sempre que es reconegui l'autoria de l'obra original. No es permet la creació d'obres derivades.  |
| Language: |
Anglès |
| Series: |
Departament d'Economia de l'Empresa. Documents de treball |
| Series: |
Document de treball (Universitat Autònoma de Barcelona. Departament d'Economia de l'Empresa) ; 11/2 |
| Document: |
Working paper |
| Subject: |
Ciutats ;
Aspectes econòmics ;
Màrqueting |
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