Abstract
The purpose of the article is to indicate the importance of cultural factors in managing local governments. Marketing management is an important aspect in building future social resources of local governments. It is essential in the process of local governments’ competition on the market for goods enriching their resources. One of the aspects of management is taking care of local labour markets, which is connected with the presence of foreign employees. This aspect will be particularly important if the migration processes become more intensive. Changes in the social structure make it necessary to consider the said determinant in the processes of satisfying the needs of residents and their development. Authorities guided by the interests of residents and familiar with problems that may arise as a result of failure to consider cultural aspects will be passive in the face of possible conflict situations that will affect integration processes and relations within the local community. In addition, they will not be aware of the potential benefits from the presence of new residents. The research was conducted using the method of analysis of the literature on the subject.
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