Analýzaa zhodnocení českých a rakouských zkušeností s realizací městského marketingu
Analysis and Evaluation of Czech and Austrian Experience with City Marketing Realisation

Summary/Abstract: City marketing has gained an importance not only in a theory, but also in the social practice during last couple of years. The paper deals with the definition of city marketing and also its selected specific characteristics. It analyses beginnings of city marketing in the Czech Republic and on the base of a comparative analysis of use of marketing in the Czech Republic and in Austria it evaluates its current position. The author came to the conclusion that although city marketing has been the more and more important strategy of the municipal policy, it is not an instrument which would be able to substitute absolutely existing approaches that try to solve towns´ problems. Although there are more and more fields of possible use of marketing approaches, it still works as a suitable addition.

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