OKOS VÁROS MEGOLDÁSOK MINT VÁROSMARKETING ÉS VÁROSMÁRKÁZÁS ESZKÖZÖK – ÚJVIDÉK ESETTANULMÁNYA
SMART CITY SOLUTIONS AS TOOLS FOR CITY MARKETING AND CITY BRANDING – A CASE STUDY OF NOVI SAD

Summary/Abstract: Today, not only manufacturers, products and brands compete with each other, but also countries, regions and cities too. While products compete for consumers, cities compete for tourists, investors, skilled labor, talented students etc. This competition is not only taking place within the borders of a country, but is increasingly moving to an international level. This competition requires marketing expertise and the correct use of marketing tools that enable cities to build and maintain their competitiveness and positive image. All this requires the city management to show a greater degree of market orientation and marketing approach, taking into account the realistic opportunities and threats. The intensification of competition requires more conscious and thoughtful marketing policy and strategy, where Smart City solutions are also becoming more and more important. Cities that have introduced various smart solutions have been able to use them in several cases as a tool for urban marketing. The city of Novi Sad has done the same, and these solutions will be presented in this study.

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