The transition of Balkan cities from centralized towards open market economies called for numerous adjustments in many aspects. The rules of the game have changed. Being part of the globalized economy implied being able to face the competition hence more and more cities are turning to City Marketing as an instrument that provides better chances for cities to be more competitive, more attractive and better performing. In the Western Balkan case this resulted in an “identity crisis” of these cities, which are now trying to build and communicate a new image. This paper aims to provide a comparative overview of the city marketing and branding practice in the western Balkan cities using the theory of image communication, trying to assess whether the currently implemented strategies are the most appropriate and effective ones.
The "Greater" Balkan City
Karafili, E.
2012
Abstract
The transition of Balkan cities from centralized towards open market economies called for numerous adjustments in many aspects. The rules of the game have changed. Being part of the globalized economy implied being able to face the competition hence more and more cities are turning to City Marketing as an instrument that provides better chances for cities to be more competitive, more attractive and better performing. In the Western Balkan case this resulted in an “identity crisis” of these cities, which are now trying to build and communicate a new image. This paper aims to provide a comparative overview of the city marketing and branding practice in the western Balkan cities using the theory of image communication, trying to assess whether the currently implemented strategies are the most appropriate and effective ones.I documenti in SFERA sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
