Městské marketingové strategie: příklady českých měst
| Title in English | City marketing strategies: Examples of the Czech cities |
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| Authors | |
| Year of publication | 2021 |
| Type | Article in Proceedings |
| Conference | XXIV. mezinárodní kolokvium o regionálních vědách. Sborník příspěvků. |
| MU Faculty or unit | |
| Citation | |
| Web | https://munispace.muni.cz/library/catalog/chapter/2095/421 |
| Doi | http://dx.doi.org/10.5817/CZ.MUNI.P210-9896-2021-51 |
| Keywords | regional development; cities; territorial marketing; strategic planning |
| Description | Marketing plans are one of the key strategic documents for the management of modern cities. If cities want to effectively use marketing tools to support the comprehensive development of their territory, it is necessary to design and implement their unique marketing strategy. A lot of European cities have been doing this for several decades, and their steps have already become an inspiration for many Czech cities. The quality of the document is determined not only by the sufficient depth of processing of individual parts but also by a detailed analysis of the target groups on which attention is to be focused. Only in this way is it possible to propose measures and activities that will fulfill the city's visions and goals. The aim of the paper is to evaluate the marketing strategies of selected Czech cities in the light of theoretical background and concepts. The paper focuses on three Czech towns that have a marketing plan, namely Hodonín, Břeclav and Trutnov. Hodonín's marketing plan is too general and has an analytical rather than a developmental character. On the other hand, Bruntál has a clear plan based on a precisely performed analysis stemming from the results of a questionnaire survey. All objectives and measures are clearly and comprehensibly defined, and measurable indicators enhance their achievement. The plan looks realistic and ambitious at the same time. Trutnov's marketing plan significantly focuses on the role of the media in the implementation of the communication strategy. Considerable emphasis is also placed on the specification of target groups. |
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