Modern cities are developing dynamically in search of ever newer concepts of management. One of them, developed in Poland since the 1990s, is the concept of the marketing management of the city, which is based on the marketing mix concept. The city authorities also look for new sources of the competitive advantage (this is how the concept of slow city management was born). At the same time, in addition to competition, there is a desire for cooperation between cities, manifested by the development of the Citt?slow city network. The study identifies the marketing mix instruments of cities which are used by Polish cities after they joined the Citt?slow network. The method employed was a questionnaire survey, which was sent to 26 Polish Citt?slow member cities in 2017. It was observed that the greatest changes occur in the product strategies under which cities are obliged to develop these urban sub-products that are necessary for the city to function in accordance with the slow city philosophy. As part of promotional efforts, PR activities should be emphasised, whose aim is to create the image of a slow city. The “hospitality” of the city and openness to contacts with the external environment has also increased.
The marketing oriented approach to planning of local development proofs its high economic efficiency, nevertheless its one-sidedness undermines the conceptual basis of sustainable development. One can put forward two competitive hypotheses. (a) The success of many marketing strategies is due to social and cultural capital, but the marketing games basically are not suitable means to reproduce the social sources of their own prosperity. (b) Under
experimentally controlled conditions (such as economic, organizational etc.) organizations and communities learning by solving their current problems are able to reproduce the social capital they have used up or to contribute to an emergence of new kinds of this capital, that reciprocally foster their marketing orientated strategies of development.
The privatization of the Center of Contemporary Art (CCA) area in Torun allows us to observe relatively new processes in Polish urban reality. The case shows how private-public partnership and place marketing are constructed and how partners combine spheres of culture and commerce to realize the investment. Private investor, using the cultural arguments, tries to create a shopping mall in the recreation area located next to the historical center of the city. The aim of the paper is to analyze the dynamics of the process of privatization and strategies used to privatize the public space in an attractive district of Torun.
In general, political marketing is a collection of activities, techniques, methods and means that at least facilitate and at most make possible electoral success on the part of political entities. At present political marketing represents an indispensable part of politics, since only with its help do candidates have a chance of gaining and then holding on to power. After every election we can observe yet-greater competition. Political entities apply different and more elaborate methods and techniques which are aimed at increasing chances of electoral success. During the last ten years in Poland (since the new voivodships were established), it has been possible to observe the professionalization of marketing operations, particularly at municipal elections and especially at those on the regional level. In this article distinctions are therefore drawn between regional political marketing operations and those at either nationwide or local levels. The findings are based on investigations conducted by means of questionnaires distributed among the councillors serving on the voivodship regional assemblies (sejmiki) for the 2006–2010 term of office.
Iwona Markowicz, Danuta Miłaszewicz, Ewa Putek
The purpose of this paper is to analyze cities’ promotion and information policy regarding the development of economic activity. The study was carried out in the form of electronic audit and evaluation of the official websites of 306 cities in Poland. On this basis, promotion and information policy was assessed and its spatial diversity analyzed. The analysis revealed significant diversity of actual involvement of local self-governments in enhancing investment attractiveness of cities. It seems that in most cases such policy either does not exist at all, or is hardly implemented. The study also shows a lack of cohesion as well as temporariness of marketing activities undertaken.
Referring to the Polish regionalization from the perspective of European integration and globalization, the paper proposes a model of regional analysis based on theoretical conceptions of Pierre Bourdieu and Anssi Paasi. Region as a social field of new generation, regional habitus constructed within it and an imago regionis as a new type of regional identity are the key concepts of the proposed model. Multi-stage institutionalization of region, which results in an idiosyncratic regional identity, is the main process analysed by means of the model. The identity functions on the one hand at the level of territorial marketing, on the other it interacts with mental and behavioural patterns constitutive of regional habitus, conditioning adaptive and innovative potential of regional communities. The proposed approach enables to see region in the perspective of global change on the one hand, while on the other, it draws attention to possibilities of local modification of the conditions, within which it is implemented. While it sustains the weight of socio-cultural factors in regional analyses, at the same time it makes it possible to reach beyond narrowly conceived perspective of cultural identity, dominant in sociologically minded studies of regions.
The aim of this paper is to discuss urban renewal policy implemented in France over the 20th and the 21st century. Referring to selected examples from the agglomeration of Paris, special attention is paid to the social dimension of urban renewal. The diversified tools in the field of urbanism and contract policy led to vertical and horizontal cooperation between different entities. The key element was the differentiation of housing supply, especially in the case of apartments for rent. In the areas with better potential and likely to become more multi-dimensionally attractive, the effects of renewal were more spectacular, whereas urban renovation carried out in deprived areas still brings mixed outcomes.
The aim of this paper is to evaluate the activity of local governments’ planning and investment service in the environmentally valuable areas of Podlaskie Voivodeship. Spatial planning at the local level is extremely important, especially in the environmentally valuable areas. It makes it possible to preserve the natural environment for future generations and to maintain ecological processes. However, protective measures should not disturb municipal investments. One of the appropriate solutions is the introduction of local land development plans – a framework of rational management of natural resources and of marketing development. This is particularly important in the areas of municipalities which, beside ecological functions, play an important role in the development of tourism and transport, and are situated in suburban areas.
The JESSICA initiative was set up to provide a more sustainable and efficient response to the needs of urban areas, as compared to non-repayable grants. Anchored in the literature on place-based policy and territorial cohesion, this paper addresses the question how the JESSICA funds were allocated among Polish cities – whether, intuitively, only to key urban centres, or to smaller cities as well. The results illustrate that the repayable assistance of JESSICA was dispersed throughout the regions, although the degree of dispersion remains mixed across them. Almost half of the JESSICA funds was transferred to small and medium-sized cities. It was also found that the bulk of the assistance went to the projects that were implemented in cities situated within metropolitan areas of the regional capital cities.
The paper is based on the results of empirical studies concerning town identity building conducted in 206 selected town administration offices in Poland during the years 2003–2005. The paper aimed at identifying the main identity strategy instruments applied in Polish towns. For that purpose the major town identity building instruments related to visualization, communication and pattern of behaviours including marketing activities, were identified and characterized. Those instruments should be focused around the most important attributes of a given town. It was established, however, that towns expose too many attributes of identity in their strategies hence the image created can become unclear and illegible.
The author explores the problem of territorial reorganization of the metropolitan area within the Canadian evolutionary federal system, taking as an example the cities of Toronto and Montreal. The results of the research indicate that adaptation strategies, applied by states aiming at empowering the metropolis, depend on the general level of the territorial units’ autonomy. The existence of strong local self-government favours creation of intercommunal cooperation structures without dissolution of current local territorial units. Territorial reorganization in the case of states with a low level of local autonomy may facilitate elimination of former local units by theirs amalgamation in new, larger metropolitan self-government structures. As far as this context is concerned, Canada constitutes a very interesting study case. Taking into consideration Canadian evolutionary federal system, highly limited local autonomy of the cities, and its mix of European and American traditions, one can observe almost all the above-mentioned dimensions of reform and adaptation strategies. Advanced and institutionalized intercommunal cooperation, developed in Toronto and Montreal in the middle of the 20th century, was interrupted by amalgamation imposed by provincial government, which resulted in creation of new, enlarged metropolitan cities of Toronto in 1998 and Montreal in 2002. In both cases the amalgamation has not been accepted by a part of the population and destabilized cooperation in these metropolitan areas. The trouble with amalgamation led to abandonment of further structural and territorial reforms, which were replaced by functional ones, taking the form of special agreements between Toronto and Montreal and their respective provinces (Ontario and Quebec), giving them both new competences and financial resources. Regardless of any difficulties in pursuing an appropriate metropolitan regime and the suitable position for the metropolis in the structure of a political and territorial system, both cities have achieved strong economic performance and high quality of life.
Warmia-Mazury region, one of the poorest in Poland, faces the deepest (as compared to all regions of the EU) labour market crisis. The mixture of social and economic problems represents a huge challenge for regional authorities. The chances for fast improvement are limited by several factors, such as low quality of transport infrastructure, low innovation potential and productivity, large share of unskilled labour force, etc. One necessary condition of the improvement is the reform of public finances at country level. Nonetheless, regional authorities should undertake the activity in order to increase the potential of human capital in the region, e.g. by improving the quality of schools. While directly fighting unemployment more effort should be put on stimulating the demand side of the labour market and co-operation with NGOs.
