Storytelling w marketingu historycznym regionów na przykładzie przemarszów niemieckich najemników przez miasto Szczecinek w czasie wojny o ujście Wisły (1626–1629)
Storytelling in Historical Marketing of Regions by Example of German Mercenaries Marches through Szczecinek during Vistula River Mouth War (1626–1629)

Summary/Abstract: Historical resources of the region should be considered as the most important elements of the territorial marketing offer, as they may constitute a clear differentiation for both internal and external customers. Hence, it seems very important to develop efficient and effective methods of full utilization of unique historical resources by identifying, appropriately preparing for different audiences and effectively promoting. A group of recipients who show a special and natural interest in historical resources of a given region are primarily passionate about history, while the primary task of historical marketing should be to show this type of resource as interesting for groups of recipients with different interests. A technique that can offer significant help in this task is storytelling, which brings together a set of rules governing the construction of informational communications in an accessible and engaging way for the audience. The aim of this article is to analyze the potential of using storytelling techniques in the historical marketing of the region by the example of German mercenaries marches through Szczecinek during the War of the Vistula River mouth (1626-1629).historical marketing; regional promotion; storytelling; marketing; promotion; marketing communication;

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