Nowoczesne narzędzia komunikacji marketingowej w kreowaniu wizerunku regionu
Modern Instruments of Marketing Communication in Creating the Image of a Region

Summary/Abstract: The socio-economic changes currently underway lead to competition not only between companies but also between cities, regions or other forms of spatial organization. The aim of the article is to show new forms of marketing communication that help create the image of the region. Considering the increasing role of culture tourism and the high importance attributed to tourists and a target segment for territorial marketing activities, special attention in the article was given to city placement. Realization of the aim of this article required considering also the role of the internet in the promotion of cities and regions. The article is based on literature studies and an analysis of communication activities leading to the creation of image of selected regions.

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