Fostering public attendance within territorial marketing field - a local diagnosis aimed at providing image strategy improvements to the Romanian city of Cluj-Napoca

Abstract

Market economy is a concept the meaning of which is strongly related to the word competition. In the context of globalisation, next to companies, small and mediumsized enterprises, territories also have to create an identity and furthermore to bargain it outside their boundaries. How can a local community reach the state of the art in terms of rritorial marketing? This study attempts to demonstrate that more public attendance is stimulated in the local marketing process much easier the territorial branding challenge is faced by local administration. Moreover, the present paper seeks to identify the way that those pillars supporting an image strategy for Cluj-Napoca city of Romania can be found.