Planowanie strategii kształtowania wizerunku miasta
Planning a strategy to create the city`s image
Author(s): Agnieszka StanowickaSubject(s): Social Sciences, Economy, Geography, Regional studies, Sociology, Rural and urban sociology, Marketing / Advertising
Published by: Wydawnictwo Wyższej Szkoły Menedżerskiej w Warszawie
Keywords: identity; image; strategy creating the image; city management; city brand; territorial marketing.
Summary/Abstract: The following paper presents a model of creating the city’s image and discussed its various stages , indicating under it the special role of planning. This step is often overlooked in practice , and in fact is crucial for the effectiveness of the identity strategy. It should start from market research to identify determinants of image, analyze previously implemented strategy. Only then it is used to select the objectives, instruments and actions that will be implemented in order to create the desired image of the city.
Journal: Zarządzanie. Teoria i Praktyka
- Issue Year: 14/2015
- Issue No: 4
- Page Range: 19-25
- Page Count: 7
- Language: Polish