{"id":694,"date":"2021-08-05T14:03:21","date_gmt":"2021-08-05T11:03:21","guid":{"rendered":"http:\/\/www.etimm.ase.ro\/?p=694"},"modified":"2021-10-29T14:04:03","modified_gmt":"2021-10-29T11:04:03","slug":"city-marketing-bucharest-case-study","status":"publish","type":"post","link":"https:\/\/www.etimm.ase.ro\/?p=694","title":{"rendered":"City Marketing \u2013 Bucharest Case Study"},"content":{"rendered":"<h4>\n<span style=\"font-size:12px;\"><span style=\"font-family: georgia,serif;\"><strong>Title<\/strong><\/span><\/span><\/h4>\n<p style=\"text-align: justify;\">\n<span style=\"font-size:12px;\"><span style=\"font-family: georgia,serif;\"><meta name=\"citation_title\" content=\"City Marketing \u2013 Bucharest Case Study\">City Marketing \u2013 Bucharest Case Study<\/span><\/span><\/p>\n<h4>\n<span style=\"font-size:12px;\"><span style=\"font-family: georgia,serif;\"><strong>Author<\/strong><\/span><\/span><\/h4>\n<p style=\"text-align: justify;\">\n<span style=\"font-size:12px;\"><span style=\"font-family: georgia,serif;\"><meta name=\"citation_author\" content=\"Mihai-Ioan RO\u0218CA\">Mihai-Ioan RO\u0218CA, <meta name=\"citation_author\" content=\"Angela MADAN\">Angela MADAN, <meta name=\"citation_author\" content=\"Horia BOIAN\">Horia BOIAN<\/span><\/span><\/p>\n<p><span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><meta name=\"citation_publication_date\" content=\"2021\/08\/05\"><meta name=\"citation_journal_title\" content=\"Journal of Emerging Trends in Marketing and Management\"><meta name=\"citation_volume\" content=\"I\"><meta name=\"citation_issue\" content=\"1\"><meta name=\"citation_firstpage\" content=\"58\"><meta name=\"citation_lastpage\" content=\"67\"><meta name=\"citation_place_published\" content=\"Bucharest, Romania\"><meta name=\"citation_publisher\" content=\"The Bucharest University of Economic Studies Publishing House\"><meta name=\"citation_issn\" content=\"2537-5865\"><\/span><\/span><\/p>\n<h4>\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><strong>Classification JEL <\/strong><\/span><\/span><\/h4>\n<p style=\"text-align: justify;\">\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><meta name=\"citation_classification_jel\" content=\"M00, M30, M31, M39.\">M00, M30, M31, M39.<\/span><\/span><\/p>\n<h4>\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><strong>Abstract<\/strong><\/span><\/span><\/h4>\n<p style=\"text-align: justify;\">\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><meta name=\"citation_abstract\" content=\"The current reality of social distancing and isolation brings big cities in front of a new reality. The investigated purpose of the article is to identify recent opportunities and challenges of cities. As well as understanding the efficiency and effectiveness of marketing strategies for Bucharest marketing. The basic experimental design of the study is organized in three chapters. The first part of the study analyzes integrated marketing communication and marketing strategies. In the second part, the marketing process of the city is evaluated, while in the third part the case study for Bucharest is researched. The basic methodology of the article is exploratory research and a survey of 459 respondents who know about Bucharest. Its purpose is to understand the phenomena and marketing processes of the city in order to know their essence. This is a crucial period for all big cities and metropolitans. Cities need to review their strategies and marketing to find a way to makes a difference or to get back to the usual pace of life they had before social, economic and health crises at least. The major findings of this paper are assessments of the impact of marketing on city image. Findings of research identify trends of successful marketing strategy for the Bucharest. The implication of the study results represents a basis for future studies in the improvement of marketing strategies in metropolitan regions. The added value of the paper is the identification of options for the marketing strategy that lead to the strategic development in Bucharest. The original contribution of the authors is discussing the degree of involvement that marketing plays in the image of cities in this period of restrictions.\">The current reality of social distancing and isolation brings big cities in front of a new reality. The investigated purpose of the article is to identify recent opportunities and challenges of cities. As well as understanding the efficiency and effectiveness of marketing strategies for Bucharest marketing. The basic experimental design of the study is organized in three chapters. The first part of the study analyzes integrated marketing communication and marketing strategies. In the second part, the marketing process of the city is evaluated, while in the third part the case study for Bucharest is researched. The basic methodology of the article is exploratory research and a survey of 459 respondents who know about Bucharest. Its purpose is to understand the phenomena and marketing processes of the city in order to know their essence. This is a crucial period for all big cities and metropolitans. Cities need to review their strategies and marketing to find a way to makes a difference or to get back to the usual pace of life they had before social, economic and health crises at least. The major findings of this paper are assessments of the impact of marketing on city image. Findings of research identify trends of successful marketing strategy for the Bucharest. The implication of the study results represents a basis for future studies in the improvement of marketing strategies in metropolitan regions. The added value of the paper is the identification of options for the marketing strategy that lead to the strategic development in Bucharest. The original contribution of the authors is discussing the degree of involvement that marketing plays in the image of cities in this period of restrictions.<\/span><\/span><\/p>\n<h4>\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><strong>Keywords<\/strong><\/span><\/span><\/h4>\n<p style=\"text-align: justify;\">\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><meta name=\"citation_Keywords\" content=\"City marketing, integrated marketing communication, marketing strategy, Bucharest.\">City marketing, integrated marketing communication, marketing strategy, Bucharest.<\/span><\/span><\/p>\n<h4>\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><strong>Full Text: <meta name=\"citation_pdf_url\" content=\"http:\/\/www.etimm.ase.ro\/RePEc\/aes\/jetimm\/2021\/ETIMM_V01_2021_31.pdf\"><a href=\"http:\/\/www.etimm.ase.ro\/RePEc\/aes\/jetimm\/2021\/ETIMM_V01_2021_31.pdf\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"color: rgb(0, 0, 205);\">download pdf<\/span><\/a><\/strong><\/span><\/span><\/h4>\n<p><span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><strong>Cite: <a href=\"http:\/\/www.etimm.ase.ro\/RePEc\/aes\/jetimm\/2021\/ETIMM_V01_2021_31.ris\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"color: rgb(255, 0, 0);\">download citation<\/span><\/a> (for EndNote, Reference Manager, ProCite)<\/strong><\/span><\/span><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Title City Marketing \u2013 Bucharest Case Study Author Mihai-Ioan RO\u0218CA, Angela MADAN, Horia BOIAN Classification JEL M00, M30, M31, M39. Abstract The current reality of social distancing and isolation brings big cities in front of a new reality. The investigated purpose of the article is to identify recent opportunities and &hellip;<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_ef_editorial_meta_date_first-draft-date":"","_ef_editorial_meta_paragraph_assignment":"","_ef_editorial_meta_checkbox_needs-photo":"","_ef_editorial_meta_number_word-count":"","footnotes":""},"categories":[25],"tags":[],"coauthors":[18],"class_list":["post-694","post","type-post","status-publish","format-standard","hentry","category-jetimm_2021"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=\/wp\/v2\/posts\/694","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=694"}],"version-history":[{"count":1,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=\/wp\/v2\/posts\/694\/revisions"}],"predecessor-version":[{"id":695,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=\/wp\/v2\/posts\/694\/revisions\/695"}],"wp:attachment":[{"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=694"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=694"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=694"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=%2Fwp%2Fv2%2Fcoauthors&post=694"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}