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Urban Marketing and Cities’ Competitiveness

Author: Ioniţă Irina
Degree:doctor of economics
Speciality: 08.00.06 - Marketing; Logistics
Scientific adviser: Grigore Belostecinic
doctor habilitat, professor, Academy of Economic Studies of Moldova
Scientific council:


The thesis was presented on the 28 November, 2008
Approved by NCAA on the 22 January, 2009


Adobe PDF document1.75 Mb / in romanian


CZU 339.138(043.2)

Adobe PDF document 1.55 Mb / in romanian
151 pages


urban marketing, urban competitiveness, inter-urban competition, local self-governance, strategies of urban marketing, entrepreneurial spirit, urban product, sustainable development, generic factor, attraction factor, localization factor, urban function, index of urban development, urban rating, urban brand, urban branding strategy.


The present dissertation represents an innovative approach to the urban marketing concept within the context of cities’ ability to compete in the Republic of Moldova. The paper is structured in three chapters in accordance with the set objectives.

The first chapter treats the urban marketing concept as seen by various writers. It translates the general marketing essence to the urban dimension. The chapter describes initiatives in the domain, under the form of laws, documents, and agreements at national and international levels, the origins and evolution of the urban marketing term, both from theoretical and practical points of view. The same chapter approaches the notion of the city under three main aspects: as product, as market and as enterprise in the framework of the urban marketing system.

The second chapter examines the competition ability, its methodological and practical aspects, and the factors that ensure success under the conditions of continuous intensification of urban competition. Methodological and methodical aspects with respect to the content and to the evaluation of cities’ competition ability by the means of the urban rating are presented. Using them as a basis, as well as using the secondary sources of data (national statistics), a model of rating the cities of Moldova from the entrepreneurial environment point of view is proposed.

The third chapter analyses the possibilities to ensure and develop the cities’ competition ability in the framework of the modern urban marketing concept. A model of urban positioning is described through the pilot city of Balti. The chapter also presents the policy of promoting the images of cities as a factor of developing the competition ability; it shows the urban brand utility, the stages and instruments in building the urban identity.