MARKETING TECHNOLOGIES FOR DEVELOPING AN INTEGRATED MODEL OF A CITY'S STRATEGIC DEVELOPMENT: THE EXPERIENCE OF CLUJ-NAPOCA
DOI:
https://doi.org/10.32782/ecovis/2026-2-2Keywords:
integrated model of urban development, strategic urban development, municipal marketing, city marketing, marketing technologies, Smart City, Open City, Innovation City, innovation ecosystem, stakeholder engagement, Cluj-NapocaAbstract
The article substantiates an integrated model of strategic urban development that combines the Smart City, Open City, and Innovation City concepts and identifies the role of marketing technologies in its implementation. The study is based on the premise that sustainable urban development cannot be achieved through isolated technological or managerial solutions but requires the integration of digital transformation, participatory governance, innovation ecosystems, and relationship marketing in municipal management. The theoretical analysis of contemporary approaches to urban development is complemented by a case study of Cluj-Napoca, one of the most dynamic innovation centres in Central and Eastern Europe. The complementary functions of the three strategic models are identified. The Smart City concept provides the technological foundation for data-driven governance, the Open City model strengthens transparency, public participation, and stakeholder engagement, while the Innovation City model creates favourable conditions for entrepreneurship, knowledge transfer, start-up ecosystem development, and investment attraction. Particular attention is paid to the institutional mechanisms supporting these processes, including innovation governance, partnerships among local authorities, universities, business, and civil society, digital innovation hubs, participatory platforms, and city branding initiatives. The findings demonstrate that the effectiveness of marketing technologies depends primarily on their integration into the municipal governance system and their capacity to foster long-term cooperation among urban stakeholders. The experience of Cluj-Napoca confirms that marketing technologies are an important instrument for enhancing urban competitiveness, strengthening local identity, stimulating innovation, and improving the international positioning of cities. The paper also outlines prospects for adapting the proposed integrated model to Ukrainian cities, taking into account resource constraints as well as wartime and security challenges.
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Where history and innovation meet. Available at: https://www.the-report.com/reports/romania/romania/romania-where-history-and-innovation-meet/
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Copyright (c) 2026 Ірина Буднікевич, Андрій Клипач
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