The Promotional Impact of the Biggest Polish Cities in the Eyes of City Promotion Managers
The Promotional Impact of the Biggest Polish Cities in the Eyes of City Promotion Managers

Summary/Abstract: The article presents the results of research conducted among promotion managers supervising promotion in 51 of 59 biggest cities in Poland. The accompanying review of scientific literature shows that there are not many articles dedicated to the problem of measuring effectiveness in either place promotion, marketing or branding. The results of the research show that there are substantial differences in the effectiveness of promotion targeted at particular audiences of a city. Promotion directed at domestic audiences proved efficient in the case of more cities than promotion directed at foreign audiences. The analysis of differences in the structure of responses between subgroups of the cities shows that in the case of cities with a well-developed function (tourism, business) their promotion efforts seem more efficient.

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