We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
MARKETING ÚZEMNÝCH JEDNOTIEK V KONTEXTE KOMUNÁLNYCH VOLIEB 2014.
- Authors
OLŠAVSKÝ, FRANTIŠEK
- Abstract
Marketing of territorial units can be considered as a function that with a help of marketing activities connects individual interests of stakeholders with development plans of the territory. Marketing plays a coordinating role and consolidates the often contradictory interests of particular target groups, first of all of citizens, businesses, visitors, and employees operating in the given area. The role of territorial marketing is to identify the needs of target groups and make them an offer of products in order to meet their individual needs so as to foster the development of the area. In the municipal elections in 2014, the citizens of Slovakia could choose mayors of towns and villages and council members for the next government term. In this article, the theses of electoral programs of successful candidates for mayors in towns of Poprad, Kežmarok, Levoča and Svit are compared with the long-term development plans of these towns. In the article, the contents of electoral programs of the newly elected mayors of towns toward their target groups - citizens, businessmen, visitors, and employees - are analyzed. The result of the comparison is the finding to which extent the electoral programs are compatible with the development plans of towns from the point of view of the target groups - territorial stakeholders. Furthermore, the article analyzes the extent to which different mayors in their electoral programs are knowledgeable about the possibilities marketing offers to promote their electoral intentions.
- Subjects
POLITICAL campaigns; POLITICAL advertising; GOVERNMENT advertising; TARGET marketing; MARKETING research
- Publication
Marketing Science & Inspirations, 2014, Vol 9, Issue 4, p43
- ISSN
1338-7944
- Publication type
Article