Marketing miast i regionów. Tożsamość, wizerunek, komunikacja

Abstract

Marketing of cities and regions. Identity, Image, Communication Effective urban and regional marketing focuses on key aspects related to local development, including the competition of cities and regions for investors, residents, workers and tourists. Improving the image and proper promotion of a place’s unique characteristics attracts investment and new residents, which has a positive impact on economic growth and quality of life. The book also discusses the importance of effective image management, internal communication with residents, active community engagement and the use of online and mobile tools. In addition to an overview of theoretical issues built based on a review of domestic (Polish) and foreign scientific literature, the book includes the results of a survey conducted by the BioStat office. The survey was carried out using the CAWI technique on a representative sample of Polish people. The overall objective was to examine the relationship between the socio-demographic characteristics of respondents and their place of residence and their responses to individual questions related to the main idea of the study. The monograph is divided into six chapters that focus on important issues related to the identity and image of cities and regions, information and communication with residents in the local government unit, and communication of municipal/city authorities with residents.