PL
Celem artykułu jest przedstawienie istoty strategii promocji oraz ukazanie jej rangi w marketingu jednostki terytorialnej. Promocja wydaje się jedną z najważniejszych funkcji tej quasi dyscypliny naukowej i powinna być opracowana przez władze samorządowe każdego miasta, dążącego do uzyskania przewagi konkurencyjnej. (fragment tekstu)
EN
Territorial marketing has been a very popular discipline that developed because of the necessity to manage the cities more effectively. Nowadays many territorial units are beginning to compete with one another, trying to gain profits from tourism and investments. The basic tool that is used in order to achieve those goals is promotion. Territorial authorities work out the strategies of promotion so that they could create the positive image of the city. It is believed that positioning of the city makes it more attractive and bring into desirable effects. In the article there are three strategies of promotion mentioned and analyzed as the examples of creating the city image. It is concluded that the promotion, as the general function of territorial management, should be used in the cities competition.(original abstract)