City marketing communication – challenges and inspirations

Magdalena Daszkiewicz,

Anetta Pukas

Abstrakt
The purpose of this paper is to establish the state of knowledge of city marketing communication and to define challenges arising from the needs of practice and special character of city marketing. These issues are important and relevant especially for the reason that the global competition forces cities to intensify their marketing actions and practice of cities indicates a search for solutions in the management of marketing communication activities. The paper combines theoretical discussion with insights from marketing communication practices of cities. On the basis of the literature studies and overview of examples of selected cities in Europe, the Authors identified the knowledge gaps and the needs to update the marketing theory and develop research on the holistic concept of marketing communication for cities. The study shows the need to seek solutions that would contribute to increase the efficiency of management of city marketing communication on the strategic and tactical level.
Słowa kluczowe: city marketing, city marketing communication, marketing communication
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