City marketing

The key element of the city marketing is represented by the economic, social, cultural and physical development of the whole city. Basic determinants of the successful development is the presence of cooperation and communication competences among all relevant actors like companies, local politicians, city administration, unions, associations, non-profit organizations, cultural and religious institutions, etc. Despite the fact that in many cases the visions and interests of the individual actors are different, and on first sight they lack synergy, the partial interests must be appropriately eliminated in favor of the flexibility and competitiveness of the city with consecutive implementation into the city development strategy. City marketing, based as a concept on communication and cooperation, offers a perspective chance to link different actors not only in the framework of one project, but also in the framework of continuous and sustainable development of the whole city, and to integrate formerly heterogeneous forces into one effective complex.