USE of BRAND CITY IN COUNTR MARKETING EXAMPLE of ISTANBUL-MILAN
MARKA ŞEHİRLERİN ÜLKE PAZARLANMASINDA KULLANIMI: İSTANBUL-MİLANO ÖRNEĞİ

Author : Yeliz GENÇER
Number of pages : 539-553

Abstract

The brand city was born all sorts of differences and creation process. They are revealed by people the results of great efforts by combining the future with material and spititual value. The brand city creates a wide framework with contains many variables that is about social structure, human characteristics, identity, art, architecture as well as owned cultural heritage. Marketing factor in city marketing has come the fore as a function of a planning process that may able to arise the difference from other cities by taking into account the identity, image and lifestyle of city. When we think the city as a marketing area the marketing is possible to perform by communicating the true channels and methods. They are physical, historical, socio-cultural and managerial elements that are owned by the city with using promotional tools effectively such as advertising, and public relations. The creation of connection between modern, innovative and creative city and brand concept requires intro

Keywords

Brand City, City Marketing, Advertisement, Public Relations.

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