Towards an Inclusive Approach to City Marketing Communication

Magdalena Daszkiewicz

Abstract

This 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.
Author Magdalena Daszkiewicz (BM / DMR)
Magdalena Daszkiewicz,,
- Department of Marketing Research
Pages7221-7227
Publication size in sheets0.5
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 EnglishCity Marketing Communication, Inclusive Marketing Communication, Inclusive City Branding, Inclusiveness
Languageen angielski
File
Daszkiewicz_M_Towards_an_Inclusive_Approach.pdf 116,87 KB
Score (nominal)70
Score sourceconferenceList
Citation count*
Additional fields
UwagaThe 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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* presented citation count is obtained through Internet information analysis and it is close to the number calculated by the Publish or Perish system.
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