Platsbunden kommunikation& digital platsmarknadsföring -En fallstudie om Motala, Östergötlands sjöstad.

Sammanfattning: This qualitative study aims to examine how Tillväxt Motala AB are working strategically to market Motala, a middle-sized city in Sweden. The study is implemented through qualitative semi-structured interviews with employees at Tillväxt Motala AB. The theories on which this study is built are strategic communication, place branding and marketing communication, and a few concepts regarding propaganda. The results show an integration of marketing and communication work roles at the organisation of interest. A deficiency concerning internal communication at Tillväxt Motala AB, due to lack of time, was found. Furthermore, Tillväxt Motala AB has a unique contact with both local and external networks from which employees benefit in their work regarding the place branding. Consensus in the interpretation of place branding as a definition was found among the employees - to highlight a place's positive qualities through communication to meet the needs of the business sector, visitors and residents and to differentiate themselves.