THE ANALYSIS OF THE IMPACT OF SELECTED COMMUNICATION CHANNELS ON THE SELECTED CITY POPULATION’ OPINION

Radovan Bacik, Jan Mihal () and Richard Fedorko
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Jan Mihal: University of Prešov in Prešov - Faculty of Management

Polish Journal of Management Studies, 2015, vol. 12, issue 2, 7-14

Abstract: The aim of the article is to describe specific aspects of communication media in city marketing from the perspective of city residents. The article clarifies the impact of selected marketing communication channels on building a positive image in the eyes of the population, and proposes a model of the efficient use of these channels focused on the satisfaction of citizens. In assessing the direction of the issue the article summarizes the theoretical basis of public relations in the online environment, the issue of public opinion and image. Another aim of the article is to evaluate the opportunities this issue brings for marketers while pointing out its pitfalls.

Keywords: marketing communication channels; public opinion; communication strategy of a city; city’s image (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:pcz:journl:v:12:y:2015:i:2:p:7-14

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