Towards an Inclusive Approach to City Marketing Communication
AbstractThis paper aims at developing an inclusive approach to city marketing communication. The theoretical considerations are based on literature studies on integrated marketing communication, city branding and inclusive place branding. The author proposes to develop the concept of integrated marketing communication by adding the dimension of inclusiveness, which is particularly essential in city branding. Inclusive marketing communication is to inspire, motivate and engage diverse stakeholders in city brand co-creation processes. The author considers the inclusiveness of city marketing communication in various areas, indicating selected conditions and instruments for the concept implementation.
|Publication size in sheets||0.5|
|Book||Soliman Khalid S. (eds.): Education Excellence and Innovation Management: A 2025 Vision to Sustain Economic Development during Global Challenges, 2020, International Business Information Management Association (IBIMA), ISBN 9780999855141|
|Keywords in English||City Marketing Communication, Inclusive Marketing Communication, Inclusive City Branding, Inclusiveness|
|Uwaga||The project is financed by the Ministry of Science and Higher Education in Poland under the programme ‘Regional Initiative of Excellence’ 2019 - 2022 project number 015/RID/2018/19 total funding amount 10 721 040,00 PLN’|
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