PL EN
 
2/2011 vol. 4
Stats
Get citation
ORIGINAL ARTICLE
POSITIONING – THE FOUNDATION OF THE MARKETING STRATEGY FOR CITIES AND REGIONS
Andrzej Szromnik 1
 
 
 
More details
Hide details
1
Uniwersytet Ekonomiczny w Krakowie
 
 
Publication date: 2018-07-02
 
 
Economic and Regional Studies 2011;4(2):5-13
 
Article (PDF)
References (21)
 
KEYWORDS
positioning
territorial marketing
marketing of cities and regions
city image
market mentality maps
 
ABSTRACT
The author presents the characteristics and major conditions and stages of the positioning strategies adopted by territorial entities. The discussed issues are referred to the marketing strategies of the cities and regions in which positioning performs a significant function. The paper discusses the objectives of positioning strategies for cities and regions and identifies their main types. The second part of the paper includes operational and methodological comments related to implementing positioning strategies. The author presents the process of developing perception maps and different interpretations of such maps referred to different combinations of their descriptive characteristics. All the presented considerations are based on domestic and foreign marketing literatures.
 
REFERENCES (21)
1.
Cheverton P. (2006), Kluczowe umiejętności marketingowe – strategie, techniki i narzędzia sukcesu rynkowego. Wydawnictwo Helion, Gliwice.
Google Scholar
 
 
2.
Florek M. (2007), Podstawy marketingu terytorialnego. Akademia Ekonomiczna w Poznaniu, Poznań.
Google Scholar
 
 
3.
Glińska E., Florek M., Kowalewska A. (2009), Wizerunek miasta – od koncepcji do wdrożenia. ABC, Wolters Kluwer business, Warszawa.
Google Scholar
 
 
4.
Grzesiuk A. (2003), Pozycjonowanie detalistów. „Marketing w praktyce”, nr 7, s. 5-8.
Google Scholar
 
 
5.
Haedrich G., Tomczak T, Kaetzke Ph. (2003), Strategische Markenfuehrung. Haupt Verlag, BernStuttgart-Wien.
Google Scholar
 
 
6.
Hooley G., Saunders J., Piercy N. (2004), Marketing Strategy and Competitive Positioning. Prentice Hall, London.
Google Scholar
 
 
7.
Jastrzębski M., Panasiuk P. (2009), Pozycjonowanie wizerunkowe. “Marketing w praktyce”, nr 10, s.83 – 86.
Google Scholar
 
 
8.
Kiczmachowska E. (2007), Pozycjonowanie marek należących do detalistów w Polsce. „Marketing i Rynek”, nr 9, s. 23 – 29.
Google Scholar
 
 
9.
Korczyńska M. (2006), Marka miasta. “Marketing i Rynek”, nr 12, s. 2 – 10.
Google Scholar
 
 
10.
Kotler Ph. (2005), Marketing. Dom Wydawniczy Rebis, Poznań.
Google Scholar
 
 
11.
Kotler Ph., Armstrong G., Saunders J., Wong V. (2002), Marketing – podręcznik europejski. PWE, Warszawa.
Google Scholar
 
 
12.
Kozma G. (2006), Place Marketing. Debrecen.
Google Scholar
 
 
13.
Pietrzak J. (2004), Pozycjonowanie miejscowości ekskluzywnych, “Marketing i Rynek”, nr 11, s. 623.
Google Scholar
 
 
14.
Pogorzelski J. (2008), Pozycjonowanie produktu. PWE, Warszawa.
Google Scholar
 
 
15.
Pogorzelski J. (2005), Pozycjonowanie w marketingu lateralnym. „Marketing i Rynek”, nr 5, s. 813.
Google Scholar
 
 
16.
Ries A., Trout J., P (2001), Positioning. The Battle for your Mind. Mc-Graw Hill, New York.
Google Scholar
 
 
17.
Stanowicka – Tkaczyk A. (2008), Kształtowanie wizerunku miasta na przykładzie miast polskich. Oficyna Wydawnicza Branta, Bydgoszcz – Olsztyn.
Google Scholar
 
 
18.
Therkelsen A. (2003), Imagining places: image formation of tourism and its consequences for destination promotion. „Scandinavian Journal of Hospitality and Tourism”, vol. 3 (2), s. 134 – 150.
Google Scholar
 
 
19.
Trout J. (2005), Trout o strategiia. PWE, Warszawa.
Google Scholar
 
 
20.
Trout J., Rivkin S. (2001), Wyróżnij się lub zgiń. Jak przetrwać w erze morderczej konkurencji?. IFC Press, Kraków.
Google Scholar
 
 
21.
Upshaw L.B. (1995), Building Brand Identity: A Strategy for Success in Hostile Marketplace. J. Willey&Sons, New York.
Google Scholar
 
 
Share
Send by email
RELATED ARTICLE
SUMMARY OF DOCTORAL DISSERTATION: Marketing as a method strengthening competitiveness of communes basing upon Lublin region
THE IMAGE OF THE TOURIST CITY AND ITS MARKETING DIMENSION
THE SPECIFICITY OF MARKETING IN SHAPING THE FUNCTIONS OF A TOURIST AREA
CONFERENCE REPORT "Territorial marketing as a factor in the development of local and regional" Biała Podlaska, 26-27 April 2012
ADVERSITIES IN REACHING THE AIMS OF LOCAL MARKETING. CASE STUDIES
Indexes
 
Keywords index
Topics index
Authors index
eISSN:2451-182X
ISSN:2083-3725
Journals System - logo
Increase in the participation of foreign reviewers in Economic and Regional Studies/ Studia Ekonomiczne i Regionalne – task financed under the agreement No. 583/P-DUN/2017 by the Minister of Science and Higher Education allocated to the activities of disseminating science.

Digitalization of Economic and Regional Studies/ Studia Ekonomiczne i Regionalne – task financed under the agreement No. 819/P-DUN/2018 by the Minister of Science and Higher Education allocated to the activities of disseminating science.

© 2006-2024 Journal hosting platform by Bentus
Scroll to top