WSPÓŁCZESNE INSTRUMENTY KSZTAŁTOWANIA WIZERUNKU MIASTA NA PRZYKŁADZIE WROCŁAWIA
MODERN INSTRUMENTS OF CREATING THE CITY IMAGE WROCLAW – THE CASE STUDY

Summary/Abstract: There is observable phenomenon concerning cities activity leading to competition for citizens. Many of cities start to govern not only to administrate. City becomes a product as well as provider of products and services. For that reason citizen, entrepreneur or tourist being in some sense a customer has to pay in form of taxes and other charges. Such perspective of perceiving relationships between city and customer has influence the popularity of regional marketing. The main aim of presented paper is to identify instruments allowing governance of city’s image. Empirical proofs regarding those instruments are illustrated on the example of Wroclaw city.

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