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
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