Place/City marketing: identification, planning, implementation and effectiveness

Abstract

The purpose of the article is the presentation and the analysis of the place marketing procedure in the cities environment. This new - and almost unknown - procedure for the Greek standards is an adequate tool for the development and competitiveness of the European cities. Place marketing analysis in cities environment consists of four basic steps: definition, planning, implementation and effectiveness. The main objective is the accentuation of the significance of the cities marketing procedure concerning cities development; the impediments regarding its planning and implementation and the concerns regarding its effectiveness. The article supports that place marketing procedure can be an effective tool for urban competitiveness, under prerequisites that concern strategic planning and the ability of the local authorities to exercise effective development policies.