Abstract:

This paper is a preliminary attempt to explore the concept of integrated marketing communication (IMC) in terms of its value to cities. The purpose of the paper is to determine possibilities and limitations of applying the concept of IMC to cities, and to facilitate future theoretical and empirical research on city integrated marketing communication. The paper is based on literature studies conducted to establish the state of art of IMC and to determine the feasibility of the integration of city marketing communication. The feasibility of IMC implementation to cities is supported by numerous studies indicating the links between the city brand and the corporate brand. We also identified limitations resulting from the specifics of public sector management, which not exclude undertaking work on partial adaptation IMC model solutions to cities.