Open AccessMarketing communication with stakeholders at the minicipal offices in the Kuyavian-Pomeranian Voivodeship
Author(s) -
Krzysztof Andruszkiewicz,
Jan ,
Maciej Schulz
Publication year - 2020
Publication title -
zeszyty naukowe - politechnika śląska. organizacja i zarządzanie
Language(s) - English
Resource type - Journals
ISSN - 1641-3466
DOI - 10.29119/1641-3466.2020.146.1
Subject(s) - business , promotion (chess) , marketing , identification (biology) , originality , local government , limiting , value (mathematics) , marketing communication , public relations , qualitative research , political science , sociology , mechanical engineering , social science , botany , public administration , machine learning , politics , computer science , law , biology , engineering
Purpose: The main goal of this study is to present the essence and the importance of marketing 11 communication in the functioning of local governments. 12 Design/methodology/approach: The study incorporates the results of a study on various 13 aspects related to marketing management in the municipalities of the Kuyavian-Pomeranian 14 Voivodeship. As part of the study, specific marketing communication activities that were used 15 by local governments in the Kuyavian-Pomeranian Voivodeship over the past 5 years have been 16 identified. The subject of the assessment were consisted in those marketing communication 17 methods that are used by local governments, due to the specificity of the activities carried out 18 by municipalities. 19 Findings: The results of the study indicate that many local governments representing large 20 urban or urban-rural municipalities underestimate the importance of the activities that can be 21 undertaken in this regard. Vast majority of the local governments covered by the study only use 22 individual marketing communication tools, limiting themselves to advertising, public relations 23 or personal promotion activities. 24 Practical implications: The results of the study allowed identification of a different solutions, 25 which are characteristic for municipalities in the Kuyavian-Pomeranian Voivodeship, that can 26 be used by other local governments in Poland. 27 Social implications: The paper indicates on many useful solutions, that are related to the 28 training of the officials in the methods and tools used for creation of proper relations with the 29 stakeholders. 30 Originality/value: This paper presents selected results of the study on various aspects 31 associated with marketing management in the municipalities of the Kuyavian-Pomeranian 32 Voivodeship. One of the research objectives was to identify and evaluate the marketing 33 communication activities that have been undertaken by the municipal offices in the Kuyavian34 Pomeranian Voivodship over the past 5 years.