Towards An Inclusive Approach To City Marketing Communication

Abstract :

This conceptual paper aims at developing an inclusive approach to city marketing communication. The theoretical considerations are based on literature studies on city branding, inclusive place branding and integrated marketing communication. The author proposes to develop the concept of integrated marketing communication by adding the dimension of inclusiveness, which is particularly essential in city branding. Inclusive marketing communication is to inspire, motivate and engage diverse stakeholders in city brand co-creation processes. The author considers the inclusiveness of city marketing communication on various levels, indicating selected conditions and instruments for the concept implementation.