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Priorytety promocji polskich miast na prawach powiatu w kontekście realizacji działań promocyjnych i wykorzystania governance w samorządzie

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Kaczmarek-Śliwińska M.

Marketing i Rynek

2012

vol. 19

issue 4

24-31

Promotion of towns (as the research topic presented in the article) has become in recent years a key element of management. Analysis of towns’ promotion covers usually the following issues: the prestige of the city, its attractiveness for inhabitants and touristic and a cultural potential. In this context often the term ‘city brand is used. It should be implemented based on coherent promotion strategy. All the promotion activities in order o be effective should refer not only to proper goals and tools but also clearly refer to the particular city and its socio-political capital and potential development directions. The second element analyzed in the article is governance, understood as management model that invites to public managements other stakeholders such as nongovernmental organizations, professional associations, media, etc. Implementation of governance means using social capital present in local society. In this sense, local government promotes cities by coordination of other stakeholders activities by inviting them to be actively involved in management processes.

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1 Marketing i Rynek

1 Kaczmarek-Śliwińska M.

1 2012

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Priorytety promocji polskich miast na prawach powiatu w kontekście realizacji działań promocyjnych i wykorzystania governance w samorządzie