Abstract:

The article aims at analyzing the evolution of marketing concepts and their constant adjustment to the changes imposed by the environment.

In the globalization era, characterized by profound political and economical changes and driven by an increased competitiveness, whether we talk about goods, companies, cities or countries, the proactive attitude and the marketing strategy is a must in order to survive and to develop.

The competitive environment pressure creates the need to pass from an entirely administrative approach to a more managerial one, in all aspects regarding the current problems of the cities. Thus, the urban stakeholders are forced to borrow more and more often working methods and techniques specific until now only for the private sector, in order to increase the public service’s performance and to sustainable develop their community. Urban marketing comes as a natural response to the cities needs to bring added value to their urban management strategies.