Implementing place marketing policies in Europe: A comparative evaluation among Glasgow, Lisbon and Prague

Abstract

The purpose of this paper is to present a comparative evaluation of the implementation of place marketing policies in Europe. The cities that are examined are Glasgow, Lisbon and Prague. The evaluation uses data from particular promotion and strategic plans that each city planned in order to promote its image to the potential target markets effectively. This paper proposes the view that the effective implementation of place marketing policies is based on the satisfaction of some very important criteria that cities should take into consideration in order that these policies do not become a hindrance to the cities' development.