City marketing: online communication plan for the city of Lisbon

Detalhes bibliográficos
Autor(a) principal: Altrichter, Benjamin
Data de Publicação: 2011
Tipo de documento: Dissertação
Idioma: por
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10071/4808
Resumo: City Marketing represents marketing efforts of cities in order to attract more visitors. Today, we are confronted everyday with marketing campaigns in all different communication media promoting countries, cities or events. Cities are competing for visitors on a global scale, forcing them to adapt successful marketing strategies for gaining and retaining costumers. Yet, City Marketing still remains an unknown chapter for a big part of the general public and even for some decision makers in city administration. Bad practices in the past and the improper use of municipal funds originated a negative image of City Marketing and the nonacceptance of this marketing practice by marketers. However, City Marketing is a powerful tool to successfully raise a cities’ competitive position and the number of visitors. This project focuses on online marketing strategies of cities. The Internet changed the way how people buy products and how they consume them. The tourism industry is no exception, being one of the most dynamic sectors of the global economy and heavily influenced by online purchase and e-commerce. For the matter of this project, current practices of online marketing and communication will be benchmarked, followed by the creation of an online communication plan for the city of Lisbon.
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spelling City marketing: online communication plan for the city of LisbonCity marketingOnline marketingTourism marketingOnline communicationsMarketing onlineMarketing turísticoComunicação onlineCity Marketing represents marketing efforts of cities in order to attract more visitors. Today, we are confronted everyday with marketing campaigns in all different communication media promoting countries, cities or events. Cities are competing for visitors on a global scale, forcing them to adapt successful marketing strategies for gaining and retaining costumers. Yet, City Marketing still remains an unknown chapter for a big part of the general public and even for some decision makers in city administration. Bad practices in the past and the improper use of municipal funds originated a negative image of City Marketing and the nonacceptance of this marketing practice by marketers. However, City Marketing is a powerful tool to successfully raise a cities’ competitive position and the number of visitors. This project focuses on online marketing strategies of cities. The Internet changed the way how people buy products and how they consume them. The tourism industry is no exception, being one of the most dynamic sectors of the global economy and heavily influenced by online purchase and e-commerce. For the matter of this project, current practices of online marketing and communication will be benchmarked, followed by the creation of an online communication plan for the city of Lisbon.City Marketing representa o marketing aplicado a cidades, tendo como objectivo atrair mais visitantes. Estamos confrontados diariamente com campanhas de marketing em todos os meios de comunicação promovendo países, cidades ou eventos. Cidades estão a competir por visitantes à escala global, o que os obriga a empregar estratégias de marketing para aumentar o seu número de visitantes e conseguir a sua retenção. Contudo, City Marketing continua a ser um assunto mal conhecido por grande parte do público em geral e até para alguns decisores ao nível da administração de cidades. Más práticas no passado e o uso indevido de fundos estruturais causaram uma imagem negativa do City Marketing e a sua não-aceitação por lado dos marketers como prática comum de marketing. Mas, City Marketing é uma ferramenta poderosa para aumentar a posição competitiva de uma cidade e o seu número de visitantes. Este projecto analisa estratégias de marketing online para cidades. A Internet mudou a maneira como os consumidores compram e consomem produtos, e a indústria do turismo não é excepção. O turismo é um dos sectores mais dinâmicos da economia global e muito influenciada pela compra online. No âmbito deste projecto vai ser efectuado um benchmark de práticas actuais de marketing e comunicação online de cidades, seguido da criação de um plano de comunicação online para a cidade de Lisboa.2013-04-09T16:27:50Z2011-01-01T00:00:00Z20112011-12info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfapplication/octet-streamhttp://hdl.handle.net/10071/4808porAltrichter, Benjamininfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-11-09T18:00:36Zoai:repositorio.iscte-iul.pt:10071/4808Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T22:32:09.659967Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv City marketing: online communication plan for the city of Lisbon
title City marketing: online communication plan for the city of Lisbon
spellingShingle City marketing: online communication plan for the city of Lisbon
Altrichter, Benjamin
City marketing
Online marketing
Tourism marketing
Online communications
Marketing online
Marketing turístico
Comunicação online
title_short City marketing: online communication plan for the city of Lisbon
title_full City marketing: online communication plan for the city of Lisbon
title_fullStr City marketing: online communication plan for the city of Lisbon
title_full_unstemmed City marketing: online communication plan for the city of Lisbon
title_sort City marketing: online communication plan for the city of Lisbon
author Altrichter, Benjamin
author_facet Altrichter, Benjamin
author_role author
dc.contributor.author.fl_str_mv Altrichter, Benjamin
dc.subject.por.fl_str_mv City marketing
Online marketing
Tourism marketing
Online communications
Marketing online
Marketing turístico
Comunicação online
topic City marketing
Online marketing
Tourism marketing
Online communications
Marketing online
Marketing turístico
Comunicação online
description City Marketing represents marketing efforts of cities in order to attract more visitors. Today, we are confronted everyday with marketing campaigns in all different communication media promoting countries, cities or events. Cities are competing for visitors on a global scale, forcing them to adapt successful marketing strategies for gaining and retaining costumers. Yet, City Marketing still remains an unknown chapter for a big part of the general public and even for some decision makers in city administration. Bad practices in the past and the improper use of municipal funds originated a negative image of City Marketing and the nonacceptance of this marketing practice by marketers. However, City Marketing is a powerful tool to successfully raise a cities’ competitive position and the number of visitors. This project focuses on online marketing strategies of cities. The Internet changed the way how people buy products and how they consume them. The tourism industry is no exception, being one of the most dynamic sectors of the global economy and heavily influenced by online purchase and e-commerce. For the matter of this project, current practices of online marketing and communication will be benchmarked, followed by the creation of an online communication plan for the city of Lisbon.
publishDate 2011
dc.date.none.fl_str_mv 2011-01-01T00:00:00Z
2011
2011-12
2013-04-09T16:27:50Z
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