Wyniki wyszukiwania - BazTech

Ograniczanie wyników

1 Daszkiewicz Magdalena

1 2023

Powiadomienia systemowe

Sesja wygasła!

Znaleziono wyników: 1

Liczba wyników na stronie

Wyniki wyszukiwania

Wyszukiwano:
w słowach kluczowych: inclusive marketing

Sortuj według:

Ogranicz wyniki do:

Inclusive cities. Diversity and inclusion in city marketing

Daszkiewicz Magdalena

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

2023

z. 173

93--112

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.