Analiza polityki promocyjnej Kielc i jej wpływ na kształtowanie wizerunku regionu

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Analiza polityki promocyjnej Kielc i jej wpływ na kształtowanie wizerunku regionu

Journal Title: Rocznik Politologiczny - Year 2013, Vol 8, Issue 8

Abstract

The paper defines what is an image of settlements, as well as indicated on the elements that influence its formation. For example Kielce summarizes existing promotional activities and examined. Pointed to the goals of the city in terms of wider globalization, and thus treated shaping or creating the image of modern cities as a societal challenge. We also assessed, but also indicated that the image is the most beneficial for modern cities whereas the current situation described layout of the settlements. For several years, can be observed in Poland marked the intensification of marketing activities undertaken by local government units. The reasons for this are varied in nature. First, the legislation governing the operation of local exchange among its tasks the promotion, second expands the role and reach of modern communication techniques, and thirdly increasing competition of cities and regions. It is therefore clear that the promotion policy is a statutory public task within their own tasks, but also individual purpose of local government units, the implementation of which depends on the financial capacity budgeted specific unit. Marketability action manifests itsel, in an increasingly complex methods of acquiring new customers for the product offered. Offer this creates both the image of a city or region as well as the actual potential. This article attempts to analyze the promotion policy so far carried out in Kielce, and assess whether it contributes to strengthening the positive image of the city and the region, or on the contrary reinforces the negative image.

Authors and Affiliations

Urszula Wasińska

EP ID EP258740
DOI -
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