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Place Marketing Performance: Benchmarking European Cities as Business Destinations

Author

Listed:
  • Albena Pergelova
  • Luis Fernando Angulo Ruiz

    (School of Business Grant MacEwan University)

Abstract

The aim of this study is to develop a model measuring the performance of cities’ marketing efforts. The model and the benchmarking methodology presented can be used by local authorities to position their marketing efforts and achievements against other (competing) cities and to identify best practices that can assist place marketers in learning how to be more efficient obtaining desired place marketing results , e.g., improved city brand image, with the available resources/budgets. The major implication for practitioners is that place marketing should be managed as a process, taking into account both the resource flows and the outputs, as well as the efficiency of this process.

Suggested Citation

  • Albena Pergelova & Luis Fernando Angulo Ruiz, 2011. "Place Marketing Performance: Benchmarking European Cities as Business Destinations," Working Papers 1102, Departament Empresa, Universitat Autònoma de Barcelona, revised May 2011.
    • Handle: RePEc:bbe:wpaper:1102
    as

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