Marka miasta i media cyfrowe

Name: Marka miasta i media cyfrowe
Brand: Wydawnictwo Nasza Wiedza
SKU: 9786209833984
Price: 7012.0 INR
Availability: InStock

by Thomas Egger , Claudia Hois

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ISBN13: 9786209833984
Binding: Paperback
Subject: N/A
Publisher: Wydawnictwo Nasza Wiedza
Publisher Imprint: Wydawnictwo Nasza Wiedza
Publication Date: March 24, 2026
Pages: 116
Original Price: USD 78.0
Language: Polish
Edition: N/A
Item Weight: 164 grams
BISAC Subject(s): Marketing / General

About The Book

Celem książki jest zbadanie wykorzystania medi�w cyfrowych w zarządzaniu marką miast oraz czynnik�w sukcesu w praktyce marketingu miejskiego. W tym celu opisano sytuację wyjściową oraz dotychczasowe formy komunikacji online w zakresie marki miasta. W oparciu o og�lną teorię marki i marki miejskiej zorientowanej na tożsamośc, a także teorię nowych medi�w i komunikacji marki w sieci, om�wiono wnioski dotyczące praktycznego zastosowania w miastach. Te wnioski oraz studia przypadk�w dotyczące zarządzania marką miast Hamburga, Innsbrucka i Bazylei stanowią podstawę przewodnika po empirycznych wywiadach z ekspertami. Na trzech przykladach: Hamburga, Innsbrucka i Bazylei, pokazano media cyfrowe, kt�re są już wykorzystywane przez organizacje zajmujące się marketingiem miejskim, oraz kluczowe czynniki sukcesu komunikacji online dotyczącej marki miasta. Na tej podstawie wyciąga się ostateczne wnioski dotyczące przyszlej praktyki komunikacji online dotyczącej marki miasta.

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