publication . Master thesis . 2011

City marketing: online communication plan for the city of Lisbon

Altrichter, Benjamin;
Open Access Portuguese
  • Published: 01 Jan 2011
  • Country: Portugal
Abstract
City Marketing represents marketing efforts of cities in order to attract more visitors. Today, we are confronted everyday with marketing campaigns in all different communication media promoting countries, cities or events. Cities are competing for visitors on a global scale, forcing them to adapt successful marketing strategies for gaining and retaining costumers. Yet, City Marketing still remains an unknown chapter for a big part of the general public and even for some decision makers in city administration. Bad practices in the past and the improper use of municipal funds originated a negative image of City Marketing and the nonacceptance of this marketing pr...
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Subjects
free text keywords: City marketing, Online marketing, Tourism marketing, Online communications, Marketing online, Marketing turístico, Comunicação online
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