Uzbudljivi gradovi : kreativni menadžment i revitalizacija grada

Recognizing assets and building a strategy based on them creates an image of the city that contributes to overall cultural, economic and social progress. Cultural events are one of the efficient ways for a city to build its identity and develop. The authors of this book, experts in the field of cultural marketing Greg Richards and Robert Palmer, analyze the possible ways in which manifestations of culture, such as festivals, exhibitions and fairs, help cities to become more pleasant and desirable places to live. They illustrate their observations with the experiences of cities that have held the title of European Capital of Culture for the past three decades".