Marka miasta – między teorią a praktyką

Hereźniak, Marta

dc.contributor.author	Hereźniak, Marta
dc.contributor.editor	Domański, Tomasz
dc.date.accessioned	2021-06-15T06:27:14Z
dc.date.available	2021-06-15T06:27:14Z
dc.date.issued	2020
dc.identifier.citation	Hereźniak M., Marka miasta – między teorią a praktyką, [w:] Strategie budowania marki i rozwoju handlu. Nowe trendy i wyzwania dla marketingu, T. Domański (red.), Uniwersytet Łódzki–Polskie Wydawnictwo Ekonomiczne S.A., Łódź–Warszawa 2020, https://doi.org/10.18778/8142-903-0.04	pl_PL
dc.identifier.isbn	978-83-8142-903-0
dc.identifier.uri	http://hdl.handle.net/11089/36214
dc.description.abstract	Celem niniejszego rozdziału jest przedstawienie sposobu myślenia o budowaniu marki terytorialnej wśród przedstawicieli urzędów miejskich w polskich miastach na prawach powiatu oraz rozpoznanie wyzwań i ograniczeń związanych z tym procesem. Przeprowadzono wywiady indywidualne w 32 miastach, w których zidentyfikowano dokumenty strategiczne dotyczące marki/ marketingu/promocji miasta. Wyniki badań zostały osadzone w kontekście rozważań teoretycznych dotyczących brandingu miejsc, z uwzględnieniem podziału na cztery obszary tematyczne: 1) rozumienie marki i jej znaczenia dla miasta; 2) miejsce marki w strategiach miejskich; 3) budowanie marki jako proces partycypacyjny; 4) bariery i ograniczenia budowania marki miasta.	pl_PL
dc.description.abstract	The aim of the current paper is to explore the practices and approaches to city branding among the representatives of Polish district cities and to identify major challenges and limitations of the process. A total of 32 individual interviews were carried out in the district cities, where official brand/marketing/promotion-related strategic documents are present. Research results were subsequently juxtaposed with the theoretical findings and developments in the domain and categorized into four themes: (i) the understanding of city brand and its importance to the city, (ii) the position of brand strategy against other urban strategies, (iii) city branding as a participatory process, (iv) barriers and limitations of city branding.	pl_PL
dc.language.iso	pl	pl_PL
dc.publisher	Wydawnictwo Uniwersytetu Łódzkiego	pl_PL
dc.relation.ispartof	Strategie budowania marki i rozwoju handlu. Nowe trendy i wyzwania dla marketingu;
dc.rights	Attribution-NonCommercial-NoDerivatives 4.0 Międzynarodowe	*
dc.rights.uri	http://creativecommons.org/licenses/by-nc-nd/4.0/	*
dc.subject	marka miasta	pl_PL
dc.subject	branding miasta	pl_PL
dc.subject	polskie miasta powiatowe	pl_PL
dc.subject	city brand strategy	pl_PL
dc.title	Marka miasta – między teorią a praktyką	pl_PL
dc.type	Book chapter	pl_PL
dc.page.number	59-84	pl_PL
dc.contributor.authorAffiliation	Uniwersytet Łódzki, Wydział Studiów Międzynarodowych i Politologicznych, Katedra Marketingu Międzynarodowego i Dystrybucji	pl_PL
dc.identifier.eisbn	978-83-8142-904-7
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dc.identifier.doi	10.18778/8142-903-0.04