Marketing in the management of the city, in the opinion of mayors or presidents of cities from the province of Podlasie
Journal Title: International Journal of Contemporary Management - Year 2013, Vol 12, Issue 2
Abstract
The use of marketing concepts in the management of the city has become more and more popular. Municipalities in Poland are increasingly turning to various types of marketing tools in order to improve its competitiveness. Definitely more professional marketing strategies are developed by the biggest cities and capitals of regions. In the case of small and medium-sized towns we can observe a lack of long-term plans for creating a territorial brand and marketing image. This is due to many reasons, including limited knowledge and associated narrower interpretation of the concept of territorial marketing by local government practitioners, and the mentality of the local leaders. The main research method used to prepare this paper was individual depth interviews (IDI) with 11 mayors of towns in the Podlasie Province. IDIs have shown that even in smaller towns there is a belief that marketing plays an important role in city management. Mayors are aware of the complexity of the concept of territorial marketing, but most of them define it through the prism of promotional activities. Only mayors of bigger towns identify with understanding place marketing as a philosophy of management of a territorial unit, as well as directing marketing efforts for city branding.
Authors and Affiliations
Ewa Glińska
Keywords
Related Articles
- EP ID EP58288
- DOI -
- Views 87
- Downloads 0
The Learning Organization Idea in the Context of Organizational Learning and Knowledge Management
[b]Background. [/b]There is a terminological disorder regarding the concepts of organizational learning, learning organization and knowledge management. Two of these concepts are regarded as ambiguous.[b]Research aims.[/...
Partycypacja w zarządzaniu a jakość usług edukacyjnych
W niniejszej pracy zaprezentowano analizę zastosowania w publicznym szkolnictwie wyższym koncepcji partycypacji pracowniczej, która ma na celu podniesienie jakości usług edukacyjnych. Głównymi powodami wprowadzania takie...
Creating Human Capital as a Signifi cant Task of Managing TSU
In consequence of the competition all organizations increase demand for human capital. It is very important issue for territorial units and its administration. Th ey are blame for use of public money and pursue maximize...
Koncepcja organizacji sieciowej w firmie Symbio Polska jako przykład innowacyjnego zarządzania przedsiębiorstwem
W artykule omówiono teoretyczne i praktyczne aspekty procesu innowacyjnego opierającego się na wdrożeniu nowej koncepcji zarządzania w ramach organizacji sieciowej. Szczególną uwagęzwrócono na innowacje organizacyjne, z...
Interpersonal competences and the personality characteristics of an innovative project manager
According to contemporary concepts of management the main factor of development seems to be managing, understood as supervising, which is mainly based on making the right decisions. It is possible to achieve success in a...