CITY MARKETING MIXES – FROM 4P’S TO 8P’S

Abstract

City marketing is regarded as a comparatively new field: although it has been dealt with in practice for a long time, scientific literature is only catching up with it nowadays. Several models have appeared in the past years which state that a city can be interpreted and developed as a product, service or brand. This article presents the 4P, 5P, 6P, 7P and 8P models briefly, and discusses their advantages and disadvantages.