Teritoriální marketing v inovativních městech: případová studie města Graz

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Title in English Territorial marketing in innovative cities: A case study of the city of Graz


Year of publication 2021
Type Article in Proceedings
Conference XXIV. mezinárodní kolokvium o regionálních vědách. Sborník příspěvků.
MU Faculty or unit

Faculty of Economics and Administration

Doi http://dx.doi.org/10.5817/CZ.MUNI.P210-9896-2021-52
Keywords territorial marketing; city marketing; Graz; target groups; marketing tools
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Description The paper deals with the issue of city marketing. By its nature, this topic is gaining importance worldwide, especially in the practical sphere. The aim of the article is to demonstrate the implementation of marketing activities on the example of a large city, which is considered modern, open, environmentally friendly, and at the same time well-developed. The city of Graz in Austria was chosen for this case study. For this purpose, in-depth desk research was carried out. The city of Graz does not have an explicitly defined marketing strategy, but how it wants to present itself can be deduced from the Smart city strategy. The implementation of marketing activities is entrusted primarily to the municipal company Holding Graz. The main target groups include visitors, residents and businesses. Most of the marketing activities relate to the promotion of the inner city. Graz uses modern marketing tools such as websites, social networks, influencers and events. The city company MCG Graz focuses on organizing events at seven different locations in Graz.
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