CITY MARKETING MIXES – FROM 4P’S TO 8P’S
CITY MARKETING MIXES – FROM 4P’S TO 8P’S
Author(s): Árpád Papp-Váry
Subject(s): Economy
Published by: Бургаски свободен университет
Keywords: city marketing; city branding; marketing mix, 4P; 7P
Summary/Abstract: City marketing is regarded as a comparatively new field: although it has been dealt with in practice for a long time, scientific literature is only catching up with it nowadays. Several models have appeared in the past years which state that a city can be interpreted and developed as a product, service or brand. This article presents the 4P, 5P, 6P, 7P and 8P models briefly, and discusses their advantages and disadvantages.
- Page Range: 100-105
- Page Count: 5
- Publication Year: 2015
- Language: English
- Content File-PDF
