Fostering public attendance within territorial marketing aiming image strategy improvement in the Romanian city of Cluj-Napoca

Resumen

Market economy is a concept whose meaning is strongly related to the increasing competition at world level. In the context of globalization, in addition to big companies, small and medium enterprises, territories also have to be able to create an identity and furthermore to bargain it outside its boundaries. How can a local community reach the “state of the art” in terms of territorial marketing?

This paper attempts to demonstrate that the more public attendance is stimulated in the local marketing process, the easier the territorial branding challenge is faced by local administration. Moreover, the present study seeks to identify the way that can be found those pillars supporting an image strategy for Cluj-Napoca city of Romania.