The purpose of this article is to point the local marketing as a factor which promotes intensive development of the town. The subject of the research is to present and point the way to introduce the marketing concept in Jelcz-Laskowice, as the town and community. Such a concept is an innovative form ofterritorial entity management. The analysis will be preceded by pointing the evolution in town management. The author ofthis article will also show the model of marketing management in this town, as well as the Instruments and tools used in this process.
PL
Partycypacja społecznaw planowaniu strategicznym w praktyce polskich gmin nie jest w pełni wykorzystana. Niezwykle istotne są zatem oddolne inicjatywy mieszkańców i lokalnych liderów, którzy chcą kształtować przyszłość swojej gminy. Jedną z takich inicjatyw jest zrealizowany w Wałbrzychu polsko-ukraiński projekt „Look Twice!”. Autorka przedstawia przebieg projektu, tj. etapy od zbudowania zespołów ds. rozwoju gospodarczego i bezrobocia, ochrony środowiska, zarządzania miastem itd. do stworzenia „Wzorca Miasta”, czyli oczekiwanej przez mieszkańców wizji Miasta. Po stronie ukraińskiej projekt realizowany był w Użgorodzie. Wartykule zaprezentowano wnioski z konsultacji, do których doszło podczas dwóch spotkań zespołów polskich i ukraińskich.
The community of Jelcz–Laskowice has been transformed from industrial society into informative society due to the rapid growth of electronic information and using communication and information technologies. This change is a very important element which ensures the quick and balanced socioeconomic development of the town. The aim of this research is to show the process of formation and functioning of the informative society in Jelcz–Laskowice. Some factors which have influenced formation and development of the informative society in the town are analyzed in this study. The author also characterizes the process of community transition from industrial to informative society. The citizens of Jelcz–Laskowice frequently use information technology not only at work, but also in private life. Having analyzed the society of Jelcz–Laskowice as an informative society, to study its formation the author used some selected rates. The research mainly focuses on the questions of accessing and using such technologies.
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