Abrantes Marketing Plan

The Plan should be seen as a pioneer intiative in Portugal, using city marketing as strategic and operational tool to enhance the attractiveness and competitiveness of the city of Abrantes, by demand segments (effective and potential). Supported by a Marketing Diagnosis, the Plan identified a global and specific positioning of the city and the marketing-mix orientations to implement it through an Action Programme. The Plan has been completed by an audit analysis of the municipality communication services, leading to a proposal of reorganizing the Information and Communication System and to the presentation of new guidelines for the municipality communication policy.