ISSN: 1509-0507
eISSN: 2353-2874
OAI
DOI: 10.18276/pzfm.2015.41/1-21
Issue archive /
ZN 875 PZFiM nr 41 t. 1
Smart marketing w służbie miast
(Smart Marketing for Cities)
| Authors: |
Magdalena
Daszkiewicz
Uniwersytet Ekonomiczny we Wrocławiu |
| Keywords: | smart marketing city branding smart city |
| Data publikacji całości: | 2015 |
| Page range: | 14 (263-276) |
Abstract
The paper presents the theoretical discussion on the possibilities of using "smart idea" in city marketing. Theoretical considerations based on literature studies, enriched with case studies of smart cities are the basis for formulation of a definition of smart marketing, description of the concept and indication of the ways of applying the smart idea in city branding. The use of smart idea in city branding is possible by obtaining strong associations and supporting smart city marketing with unique connotations, arising from the entrenched keys of identification or new, modern identifiers. We should take into consideration the possibilities and limitations associated with the exploitation of smart idea in city marketing in the long term perspective, in the competitive context and communication in the complex environment.
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