Marketing terytorialny jako forma działań przedsiębiorczych samorządów terytorialnych w Polsce

• DOI: 10.24917/20833296.7.14
• Publication Date: 2021-02-18T11:58:12Z
• Authors: Małgorzata Zdon-K...
• Keywords: marketing terytorialny; HF5001-6182; 8. Economic growth; 11. Sustainability; Business; samorząd terytorialny; 16. Peace & justice; Polska

Nowadays, functioning of local governments is mostly affected by two phenomena: globalization and locality. Globalizations processes, among them, tendency to increase the freedom speed movement capital, people, goods services; give businesses citizens particular opportunities. These opportunities others are related with choose their place business, residence, work or a rest. The above create specific outlook for places reception investments, individuals, so territorial units managed governments. In order meet global market requirements, must demonstrate flexibility, innovation market-based approach, adapting needs interested groups customers: businesses, tourists, residents, investors. Counterweight what entails processes observable expose communities emphasize own identity affiliation region. Local in Poland since late 90’s have gained greater powers action, which enabled them implement role as “managers” units, manage, thus influence on directions development “small homelands”. To take advantage emerging, therefore, opportunities, authorities - mentioned entrepreneurial innovative approach. use concept marketing can be regarded without doubt an entrepreneurship attitude conditions globalization. Market-based approach founded allows one efficiency activities resource management individual being useful tool enhance competitiveness. This paper contains reflections application concepts public manage development.