PROMOTING – A BASE COMPONENT OF THE MARKETING MIX IN MUSEUMS. CASE STUDY: THE MUSEUM OF THE ROMANIAN PEASANT

The Museum of the Romanian Peasant is part of the European museums family of Art and Popular Traditions. It is a national museum which is under the patronage of the Ministry of Culture, being the owner of some extremely rich object collections, housed in a building – historic monument, in a neo-Romanian style, it practices a distinct museum science, which brought it the honor of being awarded the EMYA (European Museum of the Year Award) trophy in 1996.Cultural Institutions, Museums, the Marketing Mix, promoting.

Successful brands or key to any company's success

“Some consumers would walk a mile just to find Camel cigarettes and would wait in line for hours to buy a Swatch. Others are attached to their cars or motorcycles, while teenagers spend hours and hours talking about hip clothing brands” (Schroeder & Salzer-Morling, 2006). The subsequent question is: are these people victims of manipulation, publicity or are they simply people who love symbols? Chevalier and Mazzalovo (2004) claim that a brand does not represent manipulation, that consumers choose certain brands as they see them as the best on the market.brand, marketing, global brands’ value, consumers

THE BRANDING POTENTIAL OF BUCHAREST. STRATEGY AND SUCCESS FACTORS

Bucharest is still looking for its identity. Reported in the national brand – that is still in an incipient phase, it can play two roles: whether as ingredient for the country brand, the capital becoming an element included on the list of values promoted at national level, or as a landmark, for defining and subsequently for improving the country brand. The unexploited potential must be capitalized in the future by using urban branding and marketing steps adapted to the local specificity.brand, city, urban image, branding strategy, strategic vision.

Study Regarding the Ways of Measuring Cities Competitiveness

Given that more than 50% of the world population lives in urban areas, tackling the problem of urban development is placed in the context of recognizing the role of cities as economic engines, a role undergoing through permanent and changing demand. As globalization intensifies, cities enter into a fierce competition to gain attention, influence, sales markets, investment, to attract businesses, visitors, residents, talent and, last but not least, major events; obviously, competition is not anymore represented by neighbouring areas, but by regions and countries located anywhere in the world. In this context, it is necessary to characterize and prioritize urban areas within a country, to use a number of criteria and indicators showing the economic and social development achieved by the various cities. The conclusions drawn from the analysis of indicators generated by a particular type depending on a number of criteria can represent the starting point in formulating strategies and objectives established through strategies and programs that target urban and regional planning.cities, competition, competitiveness, key indicators for measuring competitiveness, urban development..

VIENNA`S BRANDING STATEGY. GOOD PRACTICES FOR BUCHAREST`S STRATEGIC DEVELOPMENT

The study presents the key elements of the branding strategy applied by Vienna and the main target markets and the quantitative and qualitative effects, with an emphasis on the target group consisting of Romanian tourists, which is a priority market for the city. In the second part of the study, the strategy applied in the Austrian capital has served as a model to identify possible options for Bucharest’s marketing strategy leading to the strategic development of the Romanian capital.Brand, city brand, brand strategies, tourism, advertising campaigns, strategic development.

THE ROLE OF TOURISM MARKETING IN THE STRATEGIC DEVELOPMENT OF THE TOWN OF ROVANIEMI

In a small town from Lapland, near the Arctic Circle, lives the most beloved character that each of the children, smaller or larger, is waiting for him to bring gifts on the 25th of December. Santa Clause has set up his headquarters in Rovaniemi, in the north of Finland, the country’s most northern point that can be reached by train. It is the capital of the Lapland Provence and of the Rovaniemi region. Annually, Rovaniemi is visited by approximately 500.000 tourists; the city is not only the gate to Lapland, but also one of the top tourism destinations in the Arctic Circle area. Because of its weak provincial economy based mainly on the exploitation of natural resources (forest, agricultural and hydropower), the economic and social vitality of the Rovaniemi Provence is linked to tourism more than any other region in Finland. These represent the results of the tourism marketing strategy implemented by the town for its development. This paper presents the strategy’s main coordinates and its main results, and analysis the vectors which led to the town’s strategic development, materialized in sustainable competitive advantages.city, marketing strategy, tourism, strategic objectives, strategic development, competitive advantage

THE ROLE OF THE MARKETING MIX IN CONCEIVING THE STRATEGIC OPTIONS FOR THE COUNTY MUSEUM OF BOTOSANI

Museums are institutions that collect, research, promote and interpret objects (Sandell and Janes, 2007). It was insisted on the idea that the whole existence of the museums depends on the possession of a collection (McLean, 1994). While the collection’s care and interpretation are recognized to be the museum’s base functions, the decline in public funding and the pressures on responsibilities have conducted the perception that marketing in museums has an important contribution to the museums’ viability (McLean, 1994). This finding has leaded to a change in the museum’s staff behavior so the base for marketing in the cultural organizations has been createdCultural Institutions, museums, the Marketing Mix.

Successful Strategic Practices in Building Malaysia’s Country Brand

An analysis of the macroeconomic indicators for Malaysia show that tourism represents a gold mine: in just a few years, the number of tourists has tripled and revenue from this area have increased in only 16 years, over eight times, and the country has reached the top 10 most visited countries in the world. This paper describes the brand campaign “Malaysia Truly Asia” and presents the vectors that generated a “blast” of positive effects: increased awareness and visibility of Malaysia internationally, created a clear and easily identifiable image of the country, the positioning of Malaysia as a leading destination in the region, diversifying tourism markets, encouraging and promoting domestic tourism. It is analysed the impact of this campaign particularly in terms of number of visitors, tourism revenue, visibility and prestige through the awards received. The paper addresses a multitude of best practices from the perspective of strategic opportunities transformed into strong points in a good ratio result / effort.

THE ROLE OF URBAN TOURISM IN THE STRATEGICAL DEVELOPMENT OF BRASOV AREA

The present work proposes to analyze the importance of tourism in the development of an urban area. Taking into consideration the areas with touring potential existing in Romania, we chose Brasov, whose variety of resources in this field, can offer countless possibilities of developing the area. In the first part of the paper we presented some theoretical aspects regarding the urban tourism. The present tourism and traveling industry offers many opportunities, enthralling destinations, niche products, brands, offering for sale one of the most complex products on the planet. These elements impose the use of managerial and organizational abilities of a well prepared and enthusiast personnel. The second part includes the general characteristics of the area, geographic, demographic aspects, existing resources, such as the touring potential and the way of improving it, pointing the types of tourism practiced in the area and the touring offer made available to those who see Brasov a possible holiday destination. Finally we presented the touring development strategy of Brasov area, by marking the main objectives and the essential ways of fulfilling them: market evaluation, development vision, development plan and creating an area brand.urban tourism, development vision, urban brand, development plan.

A Review of Strategic Options for Achieving a Country Brand for Romania

Since 20 years ago our country brand is unsuccessfully looking for its identity. Although over time numerous attempts were made, none of the projects was successful. Sashi Tharoor – a specialist in country brands – said that „for a country to become a valuable brand it must be the country with the story”. Which is Romania’s story then? Where should it start and where should it end? Who would be the best story-teller? And who would be the listeners? These are some questions to which this article is aimed to answer.country brand; tourism brand; image; strategic options; promoting campaigns.