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Abstract(s)
marketing dirigido às cidades, city marketing ou marketing de lugares, é um processo
de promoção das cidades que tem como um dos seus principais objetivos aumentar a
atratividade do local junto aos seus públicos internos e externos, utilizando para tal
técnicas de marketing que promovem o desenvolvimento das cidades e a construção de
uma identidade de marca sólida.
Com o presente trabalho, pretende-se avaliar quais são os fatores críticos de sucesso
na promoção de uma cidade e como esses fatores podem ser utilizados no desenvolvimento
local. Nesta perspetiva, pretende-se analisar a marca como um elemento nuclear,
no sentido de que a cidade de Viseu se possa firmar como uma marca competitiva
e mundialmente reconhecida.
The city marketing (or place marketing) is a device for promoting cities which has, as a major goal, the increase of the attractiveness of the place among its internal and external addressees. It uses marketing techniques contributing to the development of cities and the building-up of a solid identity and of a consistent brand. The present work aims to assess what are the critical success factors in promoting a city and how these factors can be used in local development. In this perspective, we intend to analyze the brand as a core element, so that the city of Viseu could stand as a competitive and globally recognized brand.
The city marketing (or place marketing) is a device for promoting cities which has, as a major goal, the increase of the attractiveness of the place among its internal and external addressees. It uses marketing techniques contributing to the development of cities and the building-up of a solid identity and of a consistent brand. The present work aims to assess what are the critical success factors in promoting a city and how these factors can be used in local development. In this perspective, we intend to analyze the brand as a core element, so that the city of Viseu could stand as a competitive and globally recognized brand.
Description
Keywords
Place marketing Branding Place branding City marketing Identidade Imagem brand Identity Image