City Placement: A New Element in the Strategy of Integrated Marketing Communication of Cities

Szromnik Andrzej ()
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Szromnik Andrzej: Cracow University of Economics, Department of Trade and Market Institutions Uniwersytet Ekonomiczny w Krakowie, Rakowicka 27 St., 31–510 Cracow

Journal of Management and Business Administration. Central Europe, 2016, vol. 24, issue 1, 113-132

Abstract: Purpose: Explanation of the essence and features of the “city placement” strategy, while observing the changes in “classic” forms of marketing communications used by cities and regions, including main pros and implementation procedures.

Keywords: city placement; product placement; promotion mix; place marketing; city marketing; innovations in marketing; place management; city promotion (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:jmbace:v:24:y:2016:i:1:p:113-132:n:6

DOI: 10.7206/jmba.ce.2450-7814.166

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