The role of communication in building identity of city
Abstract
One of the important conditions of shaping the image of the city is the effectiveness of the communication. This is due to the fact that communication takes place through translating the city’s identity on its image. Any shortcomings in the content, channels and forms of communication will make the image of the city will be different from the assumed identity. The aim of this study is to evaluate the role of communication in the active shaping of the desired image of the city. Attention was also here the importance of content and channels of communication that can be used in identity strategies. It was noted that the city authorities dealing with customers increasingly important communication is two-way. It can take various forms, but nowadays is particularly important to communicate with the use of the media, especially the Internet and the opportunities that these new solutions provide the sender’s message.
Keywords:
communication, identity, image, city management, territorial marketingReferences
Brzeziński S., Jasiński M., 2014, Media społecznościowe w marketingu terytorialnym polskich miast, „Marketing i Rynek” nr 3.
Google Scholar
Budzyński W., 2002, Zarządzanie wizerunkiem firmy, Wydawnictwo Szkoły Głównej Handlowej, Warszawa.
Google Scholar
Dąbrowski T., 2013, Rola mediów w kształtowaniu wizerunku, „Marketing i Rynek” nr 9.
Google Scholar
Drozdowski R., 1999, Public relations miasta, [w:] Marketing miast, gmin i regionów. Ogólnopolska konferencja szkoleniowa, Abrys, Poznań.
Google Scholar
Goban-Klas T., 1999, Media i komunikowanie masowe, PWN, Warszawa.
Google Scholar
Kamosiński S., 2013, Wirtualna przestrzeń jednostki terytorialnej, „Marketing i Rynek” nr 12.
Google Scholar
Łuczak A., 2000, Istota tożsamości miasta, „Samorząd Terytorialny” nr 10.
Google Scholar
Pogorzelski J., 2012, Praktyczny marketing miast i regionów, Wolters Kluwer, Warszawa.
Google Scholar
Potocki A., Winkler R., Żbikowska A., 2003, Techniki komunikacji w organizacjach gospodarczych, Wydawnictwo Diffin, Warszawa.
Google Scholar
Urbaniak M., 2003, Wizerunek dostawcy na rynku dóbr produkcyjnych, Wydawnictwo Uniwersytetu Łódzkiego, Łódź.
Google Scholar
Żyminkowski T., 2003, Kształtowanie wizerunku banku, Wydawnictwo AE w Poznaniu, Poznań.
Google Scholar
Statistics
Downloads
License
Copyright (c) 2020 Studia Miejskie
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
