Zmiany w koncepcji zintegrowanej komunikacji marketingowej miast – zakres i uwarunkowania
Changes in the concept of cities integrated marketing communication – scope and characteristics

Summary/Abstract: The article explores the specific character of marketing communications in territorial marketing, based on the assumption that marketing communications used by territorial units embrace the wide range of activities, including creating territorial unit’s identity transferring into its future image, promotion mix and buzz marketing, word-of-mouth communication and informal meetings. Moreover the study pays attention to the necessity of integrating marketing communications on four stages (its components, means, forms and contents of promotion matters) and presents the example of integrated approach to promotion mix within activities of Częstochowa Municipal Office.

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