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- W624475366 abstract "<title>Abstract</title> All cities have by now become very much aware of city marketing. City promotion is not something new. Even the old Greeks and Romans did it. The traditional marketing mix of the original four Ps - product, price, place and promotion - is extended by presentation, politics and personnel in the field of city marketing. City branding is a trend within city marketing. City branding involves a city working on a distinctive identity on the basis of core values. In this connection, self-expression is one of the marketing tools, and creativity, too, is an essential component of making a city attractive. City branding is about the city as a brand, and its starting point is the needs of residents, companies and (potential) visitors. The events policy of a city should be in alignment with the city marketing policy, and must result in a well-balanced events programme. Culture, place, power, relationships, resources and planning are all success factors with regard to events programmes. Sustainability is something that affects everything and deserves a central place in urban events policies." @default.
- W624475366 created "2016-06-24" @default.
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- W624475366 date "2014-01-01" @default.
- W624475366 modified "2023-09-25" @default.
- W624475366 title "Events and city marketing: the role of events in cities." @default.
- W624475366 doi "https://doi.org/10.1079/9781780642611.0127" @default.
- W624475366 hasPublicationYear "2014" @default.
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