signature=2fd669d50afaa6e4ccc85b295106d4f7,Promotion mix in the strategy of town promotion

摘要：

The hereby article discusses problems related to promotion mix referring to the strategy of town promotion. First the author characterizes theoretical aspects of promotion mix and presents its positioning in the classical marketing composition. Next the basic set of promotion mix components is illustrated and divided according to particular tools with reference to Szklarska Poręba town, which was implemented in the strategy of this town promotion. Owing to universal nature of the majority of distinguished elements they may be applied in promotional activities performed by any other town. There are also presented examples of promotion mix advantages and disadvantages which may become significant in the context of applying such composition of resources in the strategy of town promotion.

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