Promotion is becoming one of the most commonly and intentionally used by local government element of marketing mix. It can be either internal （addressed to the inhabitants of the unit） or external （aimed at people ...Promotion is becoming one of the most commonly and intentionally used by local government element of marketing mix. It can be either internal （addressed to the inhabitants of the unit） or external （aimed at people who are not residents of the unit）. The subject of the presented studies will be culture promotion of the region. One of the areas of promotion, little appreciated in Poland so far, is culture and culture heritage which are of greater and greater importance for the regional development. Culture heritage can be a resource to strengthen the region and improve the conditions for economic growth. Culture goods constitute an important factor in the development of socio-economic region. They increase tourist attractiveness contributing to the development of tourism and agro-tourism in the area. The rich history, multi-layered and diverse culture heritage, both tangible and intangible, can be one of the main assets of raising the competitiveness of the given region in the country and the European Union （EU）. It should be assumed that in a market economy town or municipality operate in a manner similar to enterprise, they produce products and services offered to the internal market （municipality） as well as to external one （surrounding of the municipality）. Competitive conditions require the use of all tools to increase the effectiveness of the operation, including marketing tools. Being a marketing issue a product, which is offered by a city/town, can be considered in two aspects： first as a mega-product （i.e., a city/town as a whole）, second as a distribution of a mega-product for individual municipal sub-products. Presented concept of a product offered by a city in its two distinctions can be also applied to a municipality. Market-based approach in relation to territorial units is usually called ＂territorial marketing＂. Alternatively, they can be also called ＂spatial marketing＂ and ＂area marketing＂. Depending on the type of territorial units and the scope of marketing activities various concepts are used （e.g., urban marketing and municipal marketing）. Currently in Poland these concepts are generally related to basic units of the administrative division of the country namely to urban and rural municipalities. Therefore, for this type of activities one can suggest the term ＂municipal marketing＂.展开更多
文摘Promotion is becoming one of the most commonly and intentionally used by local government element of marketing mix. It can be either internal （addressed to the inhabitants of the unit） or external （aimed at people who are not residents of the unit）. The subject of the presented studies will be culture promotion of the region. One of the areas of promotion, little appreciated in Poland so far, is culture and culture heritage which are of greater and greater importance for the regional development. Culture heritage can be a resource to strengthen the region and improve the conditions for economic growth. Culture goods constitute an important factor in the development of socio-economic region. They increase tourist attractiveness contributing to the development of tourism and agro-tourism in the area. The rich history, multi-layered and diverse culture heritage, both tangible and intangible, can be one of the main assets of raising the competitiveness of the given region in the country and the European Union （EU）. It should be assumed that in a market economy town or municipality operate in a manner similar to enterprise, they produce products and services offered to the internal market （municipality） as well as to external one （surrounding of the municipality）. Competitive conditions require the use of all tools to increase the effectiveness of the operation, including marketing tools. Being a marketing issue a product, which is offered by a city/town, can be considered in two aspects： first as a mega-product （i.e., a city/town as a whole）, second as a distribution of a mega-product for individual municipal sub-products. Presented concept of a product offered by a city in its two distinctions can be also applied to a municipality. Market-based approach in relation to territorial units is usually called ＂territorial marketing＂. Alternatively, they can be also called ＂spatial marketing＂ and ＂area marketing＂. Depending on the type of territorial units and the scope of marketing activities various concepts are used （e.g., urban marketing and municipal marketing）. Currently in Poland these concepts are generally related to basic units of the administrative division of the country namely to urban and rural municipalities. Therefore, for this type of activities one can suggest the term ＂municipal marketing＂.
