Aktywność marki miasta w obszarze marketingu mobilnego
Activity of City Brand in the Area of Mobile Marketing

Summary/Abstract: The objective of the article is introducing the possibility of using mobile marketing for the marketing communication of cities, in particular in building and creation of the image of the cities brands. The receivers of these actions are broadly understood stakeholders, out of which the main group is constituted by tourists and inhabitants. The article characterises mobile marketing in the context of building an image of a brand and set of instruments for actions. It indicates the factors determining the mobile marketing use in the territorial marketing. The main element of the article is the case study with concrete examples of the usage of the mobile marketing for promoting a city brand.

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