Revista Transilvană de Ştiinţe Administrative (Dec 2009)
Strategia de marketing a orașului Budapesta. Bune practici pentru dezvoltarea strategică a Bucureștiului
Abstract
In the last years, the tourism in Budapest started to experience the pressure of the competition from some cities like Wien, Warsaw and Prague, pressure which motivated the officials to reexamine the competitive advantages and to define the strategies for touristic development. The result of this intensified competition and the challenges the city is facing, was represented by a profound analysis which led to the use of an effective urban marketing. The option of Budapest’s marketing strategy as a follow-up for Bucharest was determined by the richness of the Hungarian experience and the analogies of the historical context. So, the experience of Budapest in understanding and implementing marketing could be a guide for the developments and initiatives of the actors involved in the development and promotion of Bucharest, who could learn to avoid the confusion (frequently made by the capital of Hungary) between the urban marketing and a component of it, promotion. On the other hand, the offensive attitude of Budapest towards its main competitors could be a model for the Romanian capital, which has the potential to become an active player on the European urban marketing market.
