• Ferramentas de comunicação de marketing e promoção das cidades e seus espaços públicos urbanos

    Author(s):
    Rooney Pinto (see profile)
    Date:
    2016
    Subject(s):
    Social media, Cities and towns
    Item Type:
    Dissertation
    Institution:
    Polytechnical Institute of Coimbra, ESEC/ESTGOH (Portugal)
    Tag(s):
    Coomunication, Marketing of Cities, Marketing, Marketing tool, Public spaces, Cities
    Permanent URL:
    http://dx.doi.org/10.17613/zc9b-ej90
    Abstract:
    This research, which methodology uses a qualitative approach due to the type and objective of the research as a bibliographic and exploratory study, sought to verify the contribution of Marketing Communication tools to promote cities and their EPU (acronym in Portuguese for “Urban Public Spaces”), putting together marketing, communication, public relations and advertising to dialogue. Highlighting the variable communication of the marketing mix, some tools were explored on the perspective of the study context and the theories of marketing and tourism marketing. The theoretical approach highlighted the relevance of the brand of the city, the opportunities and challenges in marketing communication and its EPU as speeches for historical and social memory. The presentation and analysis of the marketing communication tools, in the contexto of promoting cities and their EPU, show that some of these tools – such as Youtube, Twitter and Facebook – appear more often on cities’ official websites while others seldom show up, nor they appear at all. This indicator distinguishes the recognition of the contribution of marketing communication tools in order to promote a city itself as it also reveals a predominant use of the web 2.0 and web 3.0. Far from closing the theme, this approach aims to point out topics for forthcoming investigations, giving away clues and suggestions that can be pursued by other researchers.
    Notes:
    http://hdl.handle.net/10400.26/17716
    Metadata:
    Published as:
    Monograph    
    Status:
    Published
    Last Updated:
    1 year ago
    License:
    Attribution
    Share this:

    Downloads

    Item Name: pdf pinto-rooney_dissertation.pdf
      Download View in browser
    Activity: Downloads: 26