Platsmarknadsföring i Malmö - En studie över Malmö stads arbete för en inkluderande platsmarknadsföring
Sammanfattning: This essay aims to investigate how the city of Malmö works towards creating an inclusive place branding. By studying theories regarding place branding, with focus on theories concerning the people living and working in the city, the essay aims to answer how these theories can be connected to and used in Malmö’s work. To be able to answer these questions, several documents from both the city of Malmö and private companies have been studied and an interview with the head of communications in Malmö town have been conducted. The essay builds upon three categories of target groups consisting of the residents, the visitors and the companies of the city. The results show that Malmö has come a long way in their work with applying theories of inclusive place branding to their work. Tendencies shows that they could improve their work if they increased their ability to reach out to the people.
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