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Advisor(s)
Abstract(s)
Resumo
As cidades apresentam-se como polos dinamizadores das sociedades mundiais
globalizadas, em resultado da sua dimensão social, económica e política,
caracterizando-se pelo dinamismo cultural, promoção de crenças e comportamento
bem como de tendências de consumo, encontrando-se num contexto concorrencial
pela atração de público, residentes, investimentos, estudantes e visitantes.
A estratégia de city marketing permite a adequação dos recursos existentes, visando
o desenvolvimento sustentável das cidades através da atração de um vasto públicoalvo
nesse contexto concorrencial.
Através da análise das estratégias de city marketing e comunicação das cidades de
Lyon (França), Madrid (Espanha) e Nyköping (Suécia), verificou-se a importância da
articulação dos mais diversos meios de comunicação no processo, assentes na
dimensão experiencial como meio de sucesso na promoção da identidade cidade.
Integração, experiência e emoção apresentam-se como as bases da proposta de
modelo de comunicação apresentada no presente projeto, sendo igualmente
caracterizado pela articulação de diversos meios de comunicação.
Abstract Cities present themselves as facilitators of poles globalized world societies as a result of its social, economic and political, are characterized by strong cultural beliefs and behavior promotion and consumer trends, finding themselves in a competitive environment for attracting public, residents, entrepreneurs, students and visitors. The city marketing strategy allows the adequacy of existing resources, for sustainable development of cities by attracting a wide audience in this competitive environment. Through the analysis of city marketing strategies and communication of the cities of Lyon (France), Madrid (Spain) and Nyköping (Sweden), verified the importance of coordination of various media in the communication process, based on the experiential dimension as a means success in promoting the city's identity. Integration, experience and emotion are presented as the basis of the proposed communication model presented in this project and is also characterized by the articulation of various media.
Abstract Cities present themselves as facilitators of poles globalized world societies as a result of its social, economic and political, are characterized by strong cultural beliefs and behavior promotion and consumer trends, finding themselves in a competitive environment for attracting public, residents, entrepreneurs, students and visitors. The city marketing strategy allows the adequacy of existing resources, for sustainable development of cities by attracting a wide audience in this competitive environment. Through the analysis of city marketing strategies and communication of the cities of Lyon (France), Madrid (Spain) and Nyköping (Sweden), verified the importance of coordination of various media in the communication process, based on the experiential dimension as a means success in promoting the city's identity. Integration, experience and emotion are presented as the basis of the proposed communication model presented in this project and is also characterized by the articulation of various media.
Description
Keywords
Cidades Marketing City Marketing Experiência Comunicação
Citation
Publisher
Instituto Politécnico de Viseu. Escola Superior de Educação de Viseu