Innowacje społeczne w marketingu terytorialnym

Robert Romanowski

Abstract

The purpose of the chapter is to determine the significance of social innovations in place marketing. The chapter presents a critical analysis of available literature in the field of social innovations and finally identifies possible dependencies with place marketing. The chapter is based on Polish and foreign, mainly English literature. In the definition of place marketing, referred to as designing a place to satisfy the needs of different target markets, the social aspect of marketing is taken into account. The chapter identifies six place marketing areas of support, also referred to as place brand vectors: tourism, foreign direct investments, exports, public diplomacy, migrations and inner integration. For each of them was related to three areas dedicated to social innovations, which are: a list of social problems, changes in their resolution and new organizational models or sectors of the economy resulting from these changes. In this context, one can point to two approaches in creating and implementing social innovations. In the first, often occurring in British literature, social innovations help to fight the threats that result from solving social problems for a given community, with its participation, but from outside. In the second, more often appearing in American literature, the business approach to solving social problems is emphasized, based on seeking opportunities for innovation (a change) in a difficult situation, requiring active participation of the local community, which should develop the best solution for itself. Place marketing can be treated as a significant system change.
Author Robert Romanowski (WZ / KHiM)
Robert Romanowski,,
- Department of Trade and Marketing
Other language title versionsSocial innovations in place marketing
Pages9-30
Publication size in sheets1.05
Book Romanowski Robert, Palicki Sławomir (eds.): Marketing Terytorialny: Innowacje Społeczne, 2019, Uniwersytet Ekonomiczny w Poznaniu, ISBN 978-83-951573-0-1, 180 p., DOI:10.5281/zenodo.3621365
Keywords in Polishinnowacje społeczne, marketing terytorialny
Keywords in Englishsocial innovations, place marketing
DOIDOI:10.5281/zenodo.3621219
Languagepl polski
Score (nominal)20
Score sourcepublisherList
ScoreMinisterial score = 20.0, 27-04-2020, ChapterFromConference
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