Assessing the impact of marketing and advertising as strategic approaches to Eurocities development: an Iberian case study approach Online publication date: Wed, 30-Nov-2022
by Rui Alexandre Castanho; Ana Vulevic; José Manuel Naranjo Gómez; José Cabezas; Luis Fernández-Pozo; Luís Loures; Sérgio António Neves Lousada; Patrícia Carlota Escórcio; Joanna Kurowska-Pysz
European J. of International Management (EJIM), Vol. 19, No. 1, 2023
Abstract: European city systems belong to different sovereign territories. Apart from that, geographical location and cultural sharing may become drawbacks for cross-border cooperation (CBC) projects in Eurocities. In this regard, the marketing research is perceived as a recommendation and does not become the basis of territorial development strategies. However, marketing and advertising are critical factors that can influence the CBC success. Thus, the impact of cooperative marketing forms in the CBC societies was analysed in five Iberian Eurocities, considering not only a literature review, data evaluation and visits to the areas of study, but also the analysis of experts and perceptions of main actors related to the CBC process. This study allowed to assess and determine how factors of marketing and advertising influence the regional development. Regions with more territorial success were identified and the data obtained provided a sustainable basis on how to use marketing and advertising tools for the cross-border regions development.
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.Complimentary Subscribers, Editors or Members of the Editorial Board of the European J. of International Management (EJIM):
Login with your Inderscience username and password:
Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.
If you still need assistance, please email subs@inderscience.com