Marketing in the Marketing Strategy of Cities in Poland

Malgorzata Koszembar-Wiklik, Marek Krannich
European Research Studies Journal, Volume XXVI, Issue 1, 634-649, 2023
DOI: 10.35808/ersj/3133


Purpose: The aim of the paper was to identify the place of green marketing strategy in the strategic planning of cities. The paper also deals with the analysis of the reception of the creation of cooperation between local governments, scientific units, business entities and non-profit organisations, for the prominence of environmental promotion and green activities. Design/Methodology/Approach: The research was carried out using the CAWI method in 414 Polish cities, so it constitutes a statistically representative sample, which in turn translates into the possibility of creating conclusions and recommendations with regard to the entire population of local government units on city rights in Poland. Findings: The authors undertook research related to the analysis of the place of marketing planning against the background of cities' strategic plans and initiated an attempt to place environmental promotion and ecological activities in the city's marketing strategy. According to the study, almost half of the cities do not have marketing plans. Also more than half of the cities do not consider the creation of a green city image as a priority task. The responses suggest a low level of inclusion of green marketing promotion policy in the strategies of local government units. Cooperation of local governments in the field of environmental promotion with other entities also remains at a low level. Practical implications: The research provides practical recommendations for city managers. In order to increase effectiveness in marketing activities undertaken by cities, they should be planned and coordinated internally (within the organisational structure) and externally (towards the city's stakeholders). Achieving these intentions is possible through the preparation and implementation of a marketing strategy, treated as a programmed system of coordinated activities aimed at long-term goals. Furthermore, the need for greater consideration of the role of green marketing in cities' strategic planning is indicated. To improve effectiveness, it is also important to collaborate in building environmental awareness with other actors including other cities, non-profit organisations and representatives from the world of science are also important to improve effectiveness. Originality/Value: The research presented here is the authors' original research. To date, there has been no research, on such a large scale, on the place of marketing planning, including the place of green marketing in strategic plans.

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