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Fairtrade Town Initiative As A Marketing Tool

Author

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  • Marcin Jasiñski

    (Czestochowa University of Technology, Faculty of Management)

Abstract

Fairtrade Town (FTT) campaign was initially launched in 2000 in English town of Garstand in order to promote Fairtrade products. After ten years of performing and more than 1000 places awarded with the title, FTT could now be perceived as beneficial not only to the disadvantaged producers from the underdeveloped countries, but also to the places themselves. The aim of this article is to present the FTT initiative as a marketing tool, which could affect the image of the places and give them additional value and distinctiveness in the eyes of different target markets, such as citizens, tourists or new residents. The article presents examples of how the FTT title can create additional value to the places and become a part of the city’s marketing message

Suggested Citation

  • Marcin Jasiñski, 2012. "Fairtrade Town Initiative As A Marketing Tool," Polish Journal of Management Studies, Czestochowa Technical University, Department of Management, vol. 5(1), pages 262-273, June.
    • Handle: RePEc:pcz:journl:v:5:y:2012:i:1:p:262-273
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    References listed on IDEAS

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    1. repec:pru:wpaper:11 is not listed on IDEAS
    2. Anna Hutchens, 2009. "Changing Big Business," Books, Edward Elgar Publishing, number 13194.
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    More about this item

    Keywords

    Fair Trade; Fairtrade Town; city marketing; destination image;
    All these keywords.

    JEL classification:

    • R11 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General Regional Economics - - - Regional Economic Activity: Growth, Development, Environmental Issues, and Changes
    • R50 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - Regional Government Analysis - - - General

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