City integrated marketing communication – identification and measurement framework

New challenges resulting from dynamic changes observed in the twenty-first century are driving evolution of approaches to city marketing communication. This article adapts integrated communication (IMC) concept for cities and develops a measurement framework theoretically consistent, valid, reliable tool assessing (CIMC). A literature review previous qualitative studies provided basis conceptualising identifying specific constructs CIMC, namely strategic consistency, interactivity, stakeholder-centred focus. The research developed CIMC. Empirical validation CIMC scale was conducted on data collected survey completed by representatives municipal offices responsible 279 Polish cities. value originality this derive development new which provide foundation further model solutions area. also contains subscales that can be used dimensions will assist practitioners their decision-making processes facilitate comparisons local international context.