Strategia komunikacji marketingowej 360 stopni w kreowaniu wizerunku marki usługi. Studium przypadku
The 360 degree marketing communications strategy in developing a service brand image. A case study

Summary/Abstract: The aim of this paper is to explain the meaning of the 360 degree marketing communications strategy in developing a service brand image. The following thesis was taken into consideration: in the current market conditions the effectiveness of developing the service brand image was significantly determined by the application of the 360 degree marketing communications strategy. Starting from the basic issues of marketing communications and its 360 degrees strategy, the definition and the principles of methodical development of the service brand image were described in this article. Particular attention was paid to a discussion on the study case conducted in this paper and to the presentation of the obtained results.

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