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


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

Social Sciences , 5 (10), 205–215, . 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, . Lazányi, K. (2014). Entrepreneurs of the future. Serbian Journal of Management , 9 (2), 149–158, . Leitner, K. (2014). Strategy formation in the innovation and market domain: emergent or deliberate? Journal of Strategy and

Open access