Inclusive cities. Diversity and inclusion in city marketing

Daszkiewicz, Magdalena

doi:10.29119/1641-3466.2023.173.7

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Tytuł artykułu

Inclusive cities. Diversity and inclusion in city marketing

Autorzy

Daszkiewicz Magdalena

Treść / Zawartość

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DOI

10.29119/1641-3466.2023.173.7

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Języki publikacji

Abstrakty

Purpose: The article aims to examine how cities incorporate diversity and inclusion into their policies and marketing practices. Design/methodology/approach: The research was carried out using a case study with an exploratory qualitative approach. The case study was conducted involving two European cities, Barcelona and Wroclaw. The content analysis of official documents and publicised materials was the basis for describing each city's inclusive strategic policies and marketing initiatives. Considerations based on the literature review and case study led to the conclusions about the strategic role of diversity and inclusion context in city marketing and the use of inclusive marketing in cities’ practices. Findings: By supporting diversity and inclusion, inclusive marketing contributes to developing inclusive cities by creating a climate of equal opportunity and stimulating stakeholder engagement. Marketing cities through diversity and inclusion also strengthens internal and external city image. Practical implications: The article's considerations highlight the essential role of diversity and inclusivity in marketing cities. Demonstrating the value, possibilities, and ways to implement inclusive marketing can contribute to its broader and more strategic use in the practice of cities. Originality/value: Despite growing challenges, inclusive marketing in a territorial context has so far been an understudied area. The article launches the scientific discussion on diversity and inclusion in city marketing, forming the basis for further exploration and developing model solutions.

Słowa kluczowe

diversity inclusion inclusive marketing inclusive city D&I

różnorodność włączenie marketing inkluzywny miasto inkluzywne

Wydawca

Wydawnictwo Politechniki Śląskiej

Czasopismo

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

Rocznik

2023

Tom

z. 173

Strony

93--112

Opis fizyczny

Bibliogr. 69 poz.

Twórcy

autor

Daszkiewicz Magdalena

magdalena.daszkiewicz@ue.wroc.pl

Wroclaw University of Economics and Business

https://orcid.org/0000-0003-1466-2454

Bibliografia

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