Trendy w komunikacji marketingowej jednostek samorządu terytorialnego

Magdalena Florek

Abstract

Changes (e.g. technological, social etc.) in the approach to communication in general that have occurred in the past dozen or so years, have resulted in a change of the standards of marketing communication. The goal of this chapter is to present the trends which affect contemporary marketing communication established by territorial units as well as the trends and innovative solutions reflected in marketing communication of places which are the effect and response to these trends. Special attention has been paid to trends and communication tools related to modern technologies. In the years to come one should expect continued rapid development of new communication techniques employed by territorial units to implement in their marketing strategies. However, the long-term effectiveness of these strategies will depend on a relevant combination of the features of these instruments and place brand identity
Author Magdalena Florek (WZ / KHiM)
Magdalena Florek,,
- Department of Trade and Marketing
Other language title versionsTrends in marketing communication of territorial units
Pages43-55
Publication size in sheets0.6
Book Romanowski Robert, Palicki Sławomir (eds.): Marketing Terytorialny: Innowacje Społeczne, 2019, Uniwersytet Ekonomiczny w Poznaniu, ISBN 978-83-951573-0-1, 180 p., DOI:10.5281/zenodo.3621365
Keywords in Polishmarketing terytorialny, komunikacja marketingowa, trendy, narzędzia komunikacji marketingowej
Keywords in Englishplace marketing, marketing communication, trends, marketing communication tools
Languagepl polski
Score (nominal)20
Score sourcepublisherList
ScoreMinisterial score = 20.0, 27-04-2020, ChapterFromConference
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