Survey of selected marketing aspects in functional urban regions of Slovakia

Peter Rafaj and Ľubomíra Strážovská ()
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Peter Rafaj: Comenius University in Bratislava, Bratislava, Slovak Republic
Ľubomíra Strážovská: Comenius University in Bratislava, Bratislava, Slovak Republic

Marketing Science & Inspirations, 2017, vol. 12, issue 1, 41-50

Abstract: The aim of this paper is to present the results of research aimed at marketing communications of the functional urban regions. At the beginning, the term of the functional urban regions is defined and brief characteristics of the regions, which were the subject of research conducted, is given. This paper summarizes the findings of selected aspects of marketing communications, including marketing message, slogan, target groups, priorities, instruments and cooperation. In line with the journal’s focus, this underlying paper provides “marketing inspirations” for practical applications of marketing in the area of the local and regional development. This paper is devoted not only to marketing specialists, but serves also as an inspiration for actors in the field of municipality marketing and the associations of these actors, who are often not specialists in the area of marketing to such extent in order to construct and perform their own survey. The findings of the survey can be leveraged by the regions and individual municipalities in order to update their development strategies, as well as in the areas of marketing communication.

Keywords: marketing communications; functional urban region; marketing tools; inter-municipal cooperation (search for similar items in EconPapers)
JEL-codes: M31 R58 (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:cub:journm:v:12:y:2017:i:1:p:41-50

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