Cities as corporate entities (in international markets)

Udir Mišič, Katja (author), Podnar, Klement (author)

`Place` is considered as a complex, dynamic, multifunctional system with a complex organizational mechanism discussed in terms of cultural planning, urban and regional studies, human geography, philosophy, tourism, destination marketing, environmental psychology, and sociology etc. and also `place marketing` which, as a young discipline, currently considers place more or less from the management point of view. This paper aims to encompass all the abovementioned approaches in order to establish a conceptual framework for the formation of a `place` marketing mix to corresponed with current global changes, the demands and requirements of a place`s complexities, and contribute to the basic demands of `place marketing` discipline. For this purpose, we conducted research where the classification elements of the above-mentioned disciplines were included and combined, for the purpose of creating a marketing mix for `place`. This could than be used as an accomplished tool for an effective `place marketing` approach that satisfies the needs of a places` residents which must be identified as the most vulnerable and also valuable source of success of the place. `Places` have many-faceted entities with great pretentious organizational mechanisms regarding their marketing. Due to the complexities of this problem more complex model of marketing mix is proposed by taking into account all the possible elements that occur at all levels of a `place`, for effective and sustainable urban development.

• Language: English
• Work type: Not categorized
• Typology: 1.08 - Published Scientific Conference Contribution
• Organization: FDV - Faculty of Social Sciences
• Year: 2012
• Number of pages: Str. 1123-1138
• PID: 20.500.12556/RUL-45456
• UDC: 711.4:339.138
• COBISS.SI-ID: 31812701
• Publication date in RUL: 10.07.2015