EVALUATION OF THE REGIONAL BRAND PONITRIE FROM THE PERSPECTIVE OF FOUR ELEMENTS OF THE MARKETING MIX
EVALUATION OF THE REGIONAL BRAND PONITRIE FROM THE PERSPECTIVE OF FOUR ELEMENTS OF THE MARKETING MIX

Author(s): EVA ŽUFFOVÁ, ZUZANA BOHÁTOVÁ, Monika Bumbalová
Subject(s): Business Economy / Management, Regional Geography, Evaluation research, Marketing / Advertising
Published by: Masarykova univerzita nakladatelství
Keywords: regional branding; marketing mix; region Ponitrie;
Summary/Abstract: The aim of the paper was to investigate the concept of regional branding in the region Ponitrie (SR) from the point of view of four parts of marketing mix– product, price, place and promotion. To evaluate the main features of the regional brand Ponitrie from the marketing perspective of 4P, personal interviews and online survey were conducted and obtained information were analysed through the comparison of the observed situation with stated benchmarks. The main findings show a great potential for regional products in the area, but also some obstacles, which do not allow development of this concept to a greater extent. The findings have also some limitations as only one regional brand was investigated, but the paper provides direction for future research on the topic.

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