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City Placement: A New Element in the Strategy of Integrated Marketing Communication of Cities

Abstract

Purpose: Explanation of the essence and features of the “city placement” strategy, while observing the changes in “classic” forms of marketing communications used by cities and regions, including main pros and implementation procedures.

Methodology: This paper is conceptual and relies on diagnosis and analysis of “city placement” strategy implementation in a chosen Polish city as well as on the author’s professional experiences. Analysis of scarce existing marketing literature, including the notion of “product placement,” allowed us to present model structures, variations, and rules that explain the role and pros of the “city placement” strategy in the promotion mix of places.

Conclusions: This paper comprises not only a set of notions and models structuring the “city placement” phenomenon but also many operational concepts related to the implementation of this strategy, which makes this paper a valuable point in the discussion on innovative changes in the “promotion mix” of cities and regions.

Originality: “city placement” is a novelty in promotion strategies of cities and regions. In the existing literature on place marketing, there are no in-depth conceptual works explaining the role, features, and forms of “city placement.” This paper is a new approach suggested by the author and is an attempt to explain the process.

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Shaping of the intramunicipal relations in the contemporary local government on the city of Poznan example

Summary

Shaping of the intra-municipal relations in the contemporary local government on the city of Poznan example The main objective of this article is to evaluate the significance of forming the intra-municipal relations in relation to place marketing, based on the example of the Polish city of Poznan. Different conceptions of place marketing, and intra-municipal relations are defined, their mutual correlation aimed towards increasing a city’s value is explained, and intra-municipal relations are illustrated. Poznan was chosen due to the preparatory cooperation which took place between the city, and its citizens. It is explained how Poznan’s authorities incorporate practices of shaping the intra-municipal relations as a place marketing practice, for facing the city’s important challenges such as: ageing of the society, ecological issues, the need for public participation, as well as the importance of maintaining a high quality of life for its citizens. The conclusion is drawn, that such marketing efforts for dealing with these issues do in fact have the joint goal of increasing the quality of life of all the residents of the city and that these practices are a recognised part of place marketing for the city of Poznan.

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Developing a City Brand

differential effect of various stake-holder groups in place marketing. Environment and Planning C (online first) DOI: 10.1177/2399654417726333. Cai, L. A. (2002). Cooperative Branding for Rural Destinations. Annals of Tourism Research, 29 , 720-742. http://dx.doi.org/10.1016/S0160-7383(01)00080-9 . Castillo-Villar, F. R. (2018). City branding and the theory of social representation . Bitacora, 31–36. Chaves, E. P. S. (2017). Identity, positioning, brand image and brand equity comparison: a vision about quality in brand management. Independent

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Branding as an Essential Element of the of Destination Management Process Using the Example of Selected States

. Narzędzia promocji, ed. T. Żabińska, Zeszyty Naukowe Wydziałowe Uniwersytetu Ekonomicznego w Katowicach, „Studia Ekonomiczne”, Katowice. Fan Y., 2006, Branding the nation: What is being branded?, Journal of Vacation Marketing, vol. 12. Gabrielsson M., 2005, Branding strategies of born globals, Journal of International Entrepreneurship, no. 3. Goeldner C., Ritchie J., McIntosh R. W., 2000, Tourism: Principles, practices, philosophies, 8th ed. Wiley, New York. Govers R., 2009, From place marketing to place

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Exploring the Development Strategies of Rural Small, Medium and Micro Enterprises

Social Sciences , 5 (10), 205–215, https://doi.org/10.5901/mjss.2014.v5n10p205 . Kotler, P. and Gertner, J. (2002). Country as brand, product and beyond: A place marketing and brand management perspective. Brand Management , 9 (4), 249–261, https://doi.org/10.1057/palgrave.bm.2540076 . Lazányi, K. (2014). Entrepreneurs of the future. Serbian Journal of Management , 9 (2), 149–158, https://doi.org/10.5937/sjm9-6257 . Leitner, K. (2014). Strategy formation in the innovation and market domain: emergent or deliberate? Journal of Strategy and

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Brand management and internationalization: A case study in the sports equipment industry

brand equity New York, NY: Pearson. Keller K. 1998 Strategic brand management: Building, measuring and managing brand equity New York, NY Pearson Kotler, P., & Gertner, D. (2002). Country as brand, product, and beyond: A place marketing and brand management perspective. The Journal of Brand Management 9(4), 249–261. 10.1057/palgrave.bm.2540076 Kotler P. & Gertner D. 2002 Country as brand, product, and beyond: A place marketing and brand management perspective The Journal of Brand Management 9 4 249 – 261 Lindon, D., Lendrevie, J

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in Tékhne
Nation branding in the Middle East - United Arab Emirates (UAE) vs. Qatar

://www.borderlessculture.com/2008/04/age-of-branding.html . Ham V., P. (2008). Place Branding, the State of the Art. ANNALS of the American Academy, 616, 1-24. Hazime, H. (2011). From City Branding to E-Brands in Developing Countries: an Approach to Qatar and Abu Dhabi, African Journal of Business Management, 5(12) , 4731-4745. Kotler, P., Gertner, D. (2002). Country as a Brand, Product and Beyond: A Place Marketing and Brand Management Perspective. The Journal of Brand Management, 9 , 249-261. Kotler, P., Haider, D., Rein, I. (1993). Marketing Places attracting

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Employing nation branding in the Middle East - United Arab Emirates (UAE) and Qatar

.P. (2008), “Place branding, the state of the art”, ANNALS of the American Academy, Vol. 616, pp. 1-24. Hazime, H. (2011), “From city branding to e-brands in developing countries: An approach to Qatar and Abu Dhabi”, African Journal of Business Management, Vol. 5, No. 12, pp. 4731-4745. Kotler, P. and Gertner, D. (2002), “Country as a brand, product and beyond: A place marketing and brand management perspective”, The Journal of Brand Management, Vol. 9, pp. 249-261. Kotler, P., Haider, D. and Rein, I. (1993), Marketing places attracting investment

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Branding European countries in the aftermath of important political transitions

European Union. SURVEY: 21/03/2003 to 30/03/2003 ANALYTICAL REPORT: 11/04/2003. Florek, M. (2005). The country brand as a new challenge for Poland, Place Branding; Houndmills, 1(2) (Mar), pp. 205-214. Gardner, S. & Standaert, M. (2003). Estonia and Belarus: Branding the Old Bloc. Brand Channel. Gnoth, J. (2002). Leveraging export brands through a tourism brand, Journal of Brand Management, 9(4/5), pp. 262-280. Kotler, P. and Gertner, D. (2002). Country as brand, product, and beyond: a place marketing and

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Are there differences in the attractiveness of shopping centres? Experiences from the Czech and Slovak Republics

–2152. TELLER, C., ALEXANDER, A., FLOH, A. (2016): The impact of competition and cooperation on the performance of a retail agglomeration and it stores. Industrial Marketing Management, 52: 6–17. TELLER, C., ELMS, J. (2010): Managing the attractiveness of evolved and created retail agglomerations formats. Marketing Intelligence & Planning, 28(1): 25–45. TELLER, C., ELMS, J. R. (2012): Urban place marketing and retail agglomeration customers. Journal of Marketing Management, 28(5–6): 546–567. TELLER, C., ELMS, J. R., THOMSON, J. A., PADDISON, A. R. (2010

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