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Now even small-medium companies have acquired a different awareness, considering marketing as the study of all the strategies implemented to optimize not only the communication of the product or service, but also the conception and transmission of the same.

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In such a scenario, the spaces for very small or micro companies are getting smaller and smaller, as marketing requires not only an advanced approach but also minimum investments without which it has no effectiveness.

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The concept of market research in recent years has undergone considerable evolution. We have passed telephone interviews or at points of sale in multichannel and social survey methods

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politi fact Exit designs and develops market surveys integrated on various channels,

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These critical processes can not only be based on entrepreneurial intuition , which is nevertheless fundamental , but on tangible elements that derive from actions designed to obtain answers from the market .

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Urban marketing, the strategies of European cities

In the current context of economic crisis, cities increasingly need to position themselves internationally to strengthen their role as an attractor of innovation and investment with a view to growth for the entire urban context. Many Italian and European cities are...

How to promote the city. Tools and effective territorial marketing actions

Is it possible to market a city exactly as it does with a company and its products? Can you consider a promenade, a monument, a sunset or a walk like a bottle of wine, a smartphone or a pair of shoes? Even for those who manage our cities, it seems that the time has...

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The politifact marketing team is available to all partners. With the three areas of specialization that make up the team, graphics, direct marketing and public relations,

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we offer comprehensive marketing assistance to dealers, car manufacturers and importers, from the conception of strategic concepts to implementation on the market. .

Once the market analysis supports the commercial positioning of products and services in a reasonably sound way, it is possible to develop the promotional and communication actions that are the  tip of the iceberg of a complex marketing strategy .

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Urban marketing, the strategies of European cities

Urban marketing, the strategies of European cities

In the current context of economic crisis, cities increasingly need to position themselves internationally to strengthen their role as an attractor of innovation and investment with a view to growth for the entire urban context. Many Italian and European cities are implementing urban marketing strategies with the involvement of local economic and cultural stakeholders in order to best present urban attractions and potentials to businesses, investors, tourists and talents who wish to settle in the urban context and contribute to the its development.

If the theme of city marketing has so far often been perceived as an aspect linked to the external image of the city and the way in which it is also visually represented, from the urban brand to the coordinated visual image, the experience of numerous cities engaged in this field suggests the need for more sophisticated instruments of coordination between economic development agencies, local and regional authorities, territorial promotion bodies and creative subjects.

The experiences of some European cities: Stockholm, Amsterdam, Utrecht and Lyon
In the case of Stockholm, the coordination between the economic and institutional actors of the territory has given rise to an international marketing strategy of the city that is among the most effective in Europe. Choosing the motto ” Capital of Scandinavia”, Stockholm has summarized a useful concept for both tourism and business, accompanying it to a wide dissemination action that has led to the use of the logo by about 500 economic organizations in the area. The basic objective was to affirm the city’s potential and a vision of Stockholm of the future in many sectors, from innovation to welfare, offering a strategic and creative perspective at the same time thanks to the use of social media and viral videos that have attracted the attention of public opinion on the communication effort made by the city, both in internal and external functions.

The collaboration between different institutional and private actors, representing the interests of business promotion and tourism agents, represents a constant among the most successful strategies. Behind the successful formula “I Amsterdam” the Dutch city has structured a work of local synergy that sees in its Economic Board the central subject of collaboration between local and national institutions, research centers, communication agencies and business sector. The action focuses chosen by the economic, governmental and social representations concerned ICT, creative enterprises and financial and economic services, ie the sectors in which there has been a greater need over the years to attract talent willing to live and work in ‘Metropolitan area.

How to promote the city. Tools and effective territorial marketing actions

How to promote the city. Tools and effective territorial marketing actions

Is it possible to market a city exactly as it does with a company and its products? Can you consider a promenade, a monument, a sunset or a walk like a bottle of wine, a smartphone or a pair of shoes? Even for those who manage our cities, it seems that the time has come to evolve using marketing tools to give value to our brand and to the resources that are not yet fully exploited, but which at the same time contribute decisively to the growth of the territory and the improvement of life of those who live there. This volume analyzes the affinities and differences between promoting a product and promoting a city.

There are many points of contact but also the facets of the actors involved that make the elaboration of a competitive and rewarding marketing plan more articulate. In this book, also through the study of national and international case histories and best practices, we will discover how the marketing of the territory represents a path that has to do with belonging, with the urban identity, with the reputation of the cities merging many disciplines and objectives: effective and successful territorial marketing is the synthesis of a great group work among very demanding players who often, while having different dreams, live similar and complementary experiences.

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