Place Marketing Performance: Benchmarking European Cities as Business Destinations

Albena Pergelova () and Luis Fernando Angulo Ruiz ()
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Luis Fernando Angulo Ruiz: School of Business Grant MacEwan University

No 1102, Working Papers from Departament Empresa, Universitat Autònoma de Barcelona

Abstract: The aim of this study is to develop a model measuring the performance of cities’ marketing efforts. The model and the benchmarking methodology presented can be used by local authorities to position their marketing efforts and achievements against other (competing) cities and to identify best practices that can assist place marketers in learning how to be more efficient obtaining desired place marketing results , e.g., improved city brand image, with the available resources/budgets. The major implication for practitioners is that place marketing should be managed as a process, taking into account both the resource flows and the outputs, as well as the efficiency of this process.

Keywords: City brands; Performance of Place Marketing; Bench marking; European Cities; Efficiency (search for similar items in EconPapers)
Pages: 23 pages
Date: 2011-05, Revised 2011-05
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Published in Working Papers at the Department of Business, May pages 1-23

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