Abstract
Abstract Recently, it has become popular to streamline the way of managing territorial units by adapting the marketing approach to a territorial dimension. The majority of cities and communes in Poland have realized that, in order to achieve their set goals under conditions of fierce competition for limited resources, it is necessary to introduce territorial marketing as one of the key and significant own tasks to be implemented. The objective of the article is to develop principles of the effective use and management of the area of a commune by carrying out suitable marketing projects, based on an analysis of the social, economic and geopolitical situation of the commune, with particular emphasis placed on location factors.
Highlights
Knowledge on the territorial marketing of regions and cities has become increasingly popular and considerably influences the economic success of and living standards in particular local government units
A different approach to the tools of marketing impact on the recipients of a territorial "megaproduct" was proposed by Kotler et al (2003). This marketing mix is composed of the following tools: – infrastructure - developing the specification of an area, – people - quality of service offered by the personnel of a local government unit office and the relations of inhabitants with people from the outside, – attractions - organizing regular and one-time events, and mass events, – image and quality of life - creating a positive image of an area, effective informative activities and propaganda
The Pisz commune is located in a district with a constantly growing unemployment rate
Summary
Knowledge on the territorial marketing of regions and cities has become increasingly popular and considerably influences the economic success of and living standards in particular local government units. By generalizing the above definitions, it is possible to conclude that territorial marketing constitutes the entirety of measures taken by animators with the aim of improving the image of a given region and integrating local and external communities with this region (commune, city). This is achievable by providing a given community with the proper direction of development of appropriate spheres of life, which results from the analysis of the geopolitical, social, economic and "image" conditions of a given area (RENIGIER-BIŁOZOR, PIECHNA 2010). The conducted research aims to prove the thesis that territorial marketing constitutes an essential element in boosting development of a commune through activating the local community, as well as building bonds and a sense of identity among its inhabitants
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