Kraków miastem literatury UNESCO – międzynarodowy program promocji jako element strategii budowania marki miasta
Cracow City of Literature by UNESCO – International Promotion Program as Part of Strategy to Build the Brand of the City
Author(s): Katarzyna ŚwierczekSubject(s): Studies of Literature, International relations/trade, Marketing / Advertising, Tourism
Published by: Wydawnictwo Uniwersytetu Jagiellońskiego
Keywords: Creative City; UNESCO; literature; territorial marketing; Cracow;
Summary/Abstract: This paper reports the main assumptions and the participation of Cracow in the UNESCO Creative Cities. It’s aim was therefore to show how participation in this type of project can affect the realization of the marketing strategy of the city in relation to the concept of territorial marketing.
Journal: Zarządzanie Publiczne
- Issue Year: 37/2017
- Issue No: 1
- Page Range: 13-23
- Page Count: 11
- Language: Polish