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Country Branding and Country Image: Insights, Challenges and Prospects. The Case of Estonia

research and publications on place marketing and place branding,’ Place Branding and Public Diplomacy, vol. 7, no. 2, pp. 91–106. http://dx.doi.org/10.1057/pb.2011.7 Gilmore, F. (2002), ‘A country-can it be repositioned? Spain – the success story of country branding,’ The Journal of Brand Management, vol. 9, no. 4/5, pp. 281–293. http://dx.doi.org/10.1057/palgrave.bm.2540078 Govers, R. & Go, F. (2009), Place Branding: Virtual and Physical Identities, Glocal, Imagined and Experienced, Basingstoke: Palgrave Macmillan. Hall

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Urban Policy in Election Campaigns – The Case of the Presidents of the Biggest Cities of Lower Silesia

Abstract

The main aim of the article is to present the relationship between urban policy and the marketing activity of the presidents of Wrocław, Wałbrzych, Legnica, and Jelenia Góra during the period of the 2014 local government election campaign. Analysis of the marketing activity of the presidents, conducted via chosen social media, enables presentation of the most important conditions and reasons for using urban policy in the competition for the support of citizens – potential voters. First, it will show that the marketing actions of a president during an election campaign are not the means of creating the image of a city but gaining the support of voters. Second, the analysis will prove that the election message constructed by presidents is based on the actions conducted in the various areas of urban policy.

Open access