Marketing communication with stakeholders at the minicipal offices in the Kuyavian-Pomeranian voivodeship

• Autorzy: Andruszkiewicz Krzysztof , Schulz Maciej

Identyfikatory

DOI

10.29119/1641-3466.2020.146.1

• Języki publikacji: EN

Abstrakty

EN

The main goal of this study is to present the essence and the importance of marketing communication in the functioning of local governments. Design/methodology/approach: The study incorporates the results of a study on various aspects related to marketing management in the municipalities of the Kuyavian-Pomeranian Voivodeship. As part of the study, specific marketing communication activities that were used by local governments in the Kuyavian-Pomeranian Voivodeship over the past 5 years have been identified. The subject of the assessment were consisted in those marketing communication methods that are used by local governments, due to the specificity of the activities carried out by municipalities. Findings: The results of the study indicate that many local governments representing large urban or urban-rural municipalities underestimate the importance of the activities that can be undertaken in this regard. Vast majority of the local governments covered by the study only use individual marketing communication tools, limiting themselves to advertising, public relations or personal promotion activities. Practical implications: The results of the study allowed identification of a different solutions, which are characteristic for municipalities in the Kuyavian-Pomeranian Voivodeship, that can be used by other local governments in Poland. Social implications: The paper indicates on many useful solutions, that are related to the training of the officials in the methods and tools used for creation of proper relations with the stakeholders. Originality/value: This paper presents selected results of the study on various aspects associated with marketing management in the municipalities of the Kuyavian-Pomeranian Voivodeship. One of the research objectives was to identify and evaluate the marketing communication activities that have been undertaken by the municipal offices in the Kuyavian-Pomeranian Voivodship over the past 5 years.

Słowa kluczowe

EN

marketing communication; municipality; local government

PL

komunikacja marketingowa; gmina; samorząd

• Wydawca: Wydawnictwo Politechniki Śląskiej
• Czasopismo: Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska
• Rocznik: 2020
• Tom: z. 146
• Strony: 9--20
• Opis fizyczny: Bibliogr. 8 poz.

Twórcy

autor

Andruszkiewicz Krzysztof

• Jan and Jędrzej Śniadecki University of Technology and Life Sciences in Bydgoszcz, Faculty of Management

autor

Schulz Maciej

• Jan and Jędrzej Śniadecki University of Technology and Life Sciences in Bydgoszcz, Faculty of Management

Bibliografia

• 1. Andruszkiewicz, K., Schulz, M. (2016). Postawy samorządowców wobec działań marketingowych na przykładzie województwa kujawsko-pomorskiego. Studia i Prace WNEiZ US, 43/2. Szczecin: Wydawnictwo Naukowe Uniwersytetu Szczecińskiego, 7-17.
• 2. Crane, E. (1965). Marketing Communications: A Behavioral Approach to Men, and Media. New York: John Wiley & Sons, 12.
• 3. Czornik, M. (2005). Promocja miasta. Wydawnictwo Akademii Ekonomicznej w Katowicach, 63.
• 4. Dobek-Ostrowska, B. (1999). Podstawy komunikowania społecznego. Wrocław: Wydawnictwo Astrum, 13.
• 5. Florek, M. (2007). Podstawy marketingu terytorialnego. Wydawnictwo Akademii Ekonomicznej w Poznaniu, 151.
• 6. Kotler, Ph. (1994). Marketing. Analiza, planowanie, wdrażanie, kontrola. Warszawa, 547.
• 7. Schulz, M., Andruszkiewicz, K. (2016). Public relations w urzędach gmin województwa kujawsko-pomorskiego. Marketing i Rynek, 10. Warszawa, PWE, 464.
• 8. Smalec, A. (2011). Rola komunikacji w rozwoju koncepcji partnerstwa w regionach. In: G. Rosa, A. Smalec (eds.), Marketing przyszłości. Trendy. Strategie. Instrumenty, Wybrane aspekty marketingu terytorialnego. Zeszyty Naukowe Uniwersytetu Szczecińskiego, 663, Ekonomiczne Problemy Usług, 75. Szczecin, 490-495.

Uwagi

PL

Opracowanie rekordu ze środków MNiSW, umowa Nr 461252 w ramach programu "Społeczna odpowiedzialność nauki" - moduł: Popularyzacja nauki i promocja sportu (2020).