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The Analysis Of The Impact Of Selected Communication Channels On The Selected City Population’ Opinion

Author

Listed:
  • Radovan Bacik

    (University of Prešov in Prešov - Faculty of Management)

  • Jan Mihal

    (University of Prešov in Prešov - Faculty of Management)

  • Richard Fedorko

    (University of Prešov in Prešov - Faculty of Management)

Abstract

The aim of the article is to describe specific aspects of communication media in city marketing from the perspective of city residents. The article clarifies the impact of selected marketing communication channels on building a positive image in the eyes of the population, and proposes a model of the efficient use of these channels focused on the satisfaction of citizens. In assessing the direction of the issue the article summarizes the theoretical basis of public relations in the online environment, the issue of public opinion and image. Another aim of the article is to evaluate the opportunities this issue brings for marketers while pointing out its pitfalls.

Suggested Citation

  • Radovan Bacik & Jan Mihal & Richard Fedorko, 2015. "The Analysis Of The Impact Of Selected Communication Channels On The Selected City Population’ Opinion," Polish Journal of Management Studies, Czestochowa Technical University, Department of Management, vol. 12(2), pages 7-14, DEcember.
    • Handle: RePEc:pcz:journl:v:12:y:2015:i:2:p:7-14
    as

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    References listed on IDEAS

    as
    1. Rajagopal, 2014. "The Human Factors," Palgrave Macmillan Books, in: Architecting Enterprise, chapter 9, pages 225-249, Palgrave Macmillan.
    2. Radovan Bačík & Zsuzsanna Katalin Szabo & Richard Fedorko, 2014. "The Analytical Insight Into Customer Perception Of Quality Determinants Of The E-Commerce Model Business-To-Consumer Subjects In The Central European Countries," Quality Innovation Prosperity, Technical University of Košice, Department of integrated management, vol. 18(2).
    3. Beata Œlusarczyk & Robert Golnik, 2014. "The Recruitment Process In Transnational Corporations," Polish Journal of Management Studies, Czestochowa Technical University, Department of Management, vol. 10(1), pages 189-197, December.
    Full references (including those not matched with items on IDEAS)

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