Kapitał marki miasta a strategiczne decyzje marketingowe przedsiębiorstw

Piotr Lutek > Artykuły > Publikacje > Kapitał marki miasta a strategiczne decyzje marketingowe przedsiębiorstw

Wybór określonej strategii rozwoju miasta lub ich kombinacji powinien zostać skonfrontowany z oczekiwaniami przedsiębiorczości lokalnej co do finalnego wizerunku, zaś efekt synergii, w zakresie kreowania marek, pomiędzy omawianymi podmiotami może zostać osiągnięty tylko pod warunkiem ustanowienia wspólnych obszarów w obrębie narzędzi strategicznych, czyli segmentacji i pozycjonowania oraz jednolitego charakteru programów marketingowych.

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Kapitał marki miasta a strategiczne decyzje marketingowe przedsiębiorstw

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