The wine industry considered product quality as key to increasing competitiveness. However, when wines are perceived quality neutral, regardless of other existing differences, consumers will substitute one wine for another exposing producer to intense price competition. To differentiate wines, a...

The rise of social media is causing challenges for brand managers of premium manufacturers in the fast moving consumer goods industry. Social Media platforms as innovative and open communication channels have to be integrated in the established media mix while preventing the damage of the...

Many cities are trying to attract tourists by investing in urban amenities. Cultural heritage is an important example and substantial investments are needed to keep ancient inner cities and characteristic monumental buildings in good shape. The costs of these policies are usually clear, the...

Culture and tourism have been used extensively in a variety of initiatives that concern urban regeneration, by using particular promotional strategies and tactics in the context of city marketing. The contribution of culture and tourism must be related to the conformance and implementation of...

The Place Marketing shall be used and perceived by local governments, as a tool that plays a fundamental role for economic development, social, political and sustainable development of countries, regions or cities, for these posts can be marketed so efficiently, as the companies selling products...

Liverpool was once the second city of the Empire. In the 1960s it created a sound that the world tapped its foot to and sporting achievements that were the envy of Europe. Following years in the doldrums, Liverpool has, in the last decade, undergone a dramatic renaissance. It looks and feels...

This paper regards cultural heritage as a strategic development tool for urban tourist policy. It highlights the use of e-services as a central instrument in a competitive tourist sector. The appropriate choice of e-services - and packages thereof - depends on the various strategic...

Despite the appearance of a significant number of publications on the topic of city marketing theory in the last twenty years, there is still a huge gap in the literature with regard to its application in practice. This article aimed to bridge that gap by investigating the role of city marketing...

Despite the appearance of a significant number of publications on the topic of city marketing theory in the last twenty years, there is still a huge gap in the literature with regard to its application in practice. This article aimed to bridge that gap by investigating the role of city marketing...

This paper reviews the uses of cultural policy and planning as tools of urban regeneration in western European cities. Following a brief assessment of the evolution of European cultural policy in recent decades, the paper studies the origins and development of the European City/Capital of...