Details

Autor(en) / Beteiligte

• Jezek, Jirí

Titel

APLIKACE MESTSKÉHO MARKETINGU V PRAXI: VÝVOJ, OCEKÁVÁNÍ, REALITA (KRITICKÝ POHLED)

Ist Teil von

• E+M ekonomie a management, 2010 (4), p.123

Ort / Verlag

Liberec: Technical University of Liberec

Erscheinungsjahr

2010

Quelle

EZB Electronic Journals Library

Beschreibungen/Notizen

• The paper analysis and critically evaluates a practical application of city marketing. It results not only from the Czech, but also foreign experiences. It points out some discrepancies between expectations and a reality of city marketing, which have not been reflected a lot by a city marketing theory. It shows that a city marketing reality is much more unpretentious than theoretical and practical expectations. In the city marketing praxis the authors mainly meet the realization of chancy (ad-hoc), nonconceptual, and situational received actions. If there are any coordination and integrative marketing actions, they occur only in the limited measures. Although city marketing still plays more and more important role by solving the city problems, it is not managing and development conception that could be able to substitute or even root existing conceptions or approaches. It is more likely their proper supplement.