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, A. (2012), ‘A destination-branding model: An empirical analysis based on stakeholders,’ Tourism Management, vol. 33, no. 3, pp. 646–661. http://dx.doi.org/10.1016/j.tourman.2011.07.006 Gertner, D. (2011), ‘Unfolding and configuring two decades of 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

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.

Marketing Management, 29 (9–10) (2013): 1079–1098. Braun, E., Kavaratzis, M., Zenker, S. “My city – my brand: the different roles of residents in place branding.” Journal of Place Management and Development, 6 (1) (2013): 18–28. Castells, M. Społeczeństwo sieci . Warszawa: PWN, 2011. Eshuis, J., Braun, E., Klijn, E.-H. “Place Marketing as Governance Strategy: An Assessment of Obstacles in Place Marketing and Their Effects on Attracting Target Groups.” Public Administration Review , Vol. 73, Issue 3 (May/June 2013): 507–16. Eshuis, J., Klijn, E-H., Braun, E. “Place