Rola mieszkańców w komunikacji marketingowej jednostki samorządu terytorialnego na przykładzie gminy Tarnowo Podgórne
The Role of Inhabitants in Marketing Communication of the Local Self-Government on the Example of Tarnowo Podgórne Municipality

Summary/Abstract: An aim of considerations is to indicate a specific role of inhabitants in the structure of recipients of the process of marketing communication of the local selfgovernment. Analysing the role of dwellers, the author supports himself with the conclusions taken from the subject literature and he refers to his own experience gained in the course of work on the strategy of marketing communication of the Tarnowo Podgórne municipality. The basic conclusions allow seeing inhabitants from the point of view of three principal functions in the process of communication: as final beneficiaries of whatever benefits gained by the municipality in the course of implementation of marketing communication, as the target group generating the values indispensable for the local self-government, and as an element of the environment to be used by all other target groups described in the strategy. The latter function determines effectiveness of every process of marketing communication and must be taken into account in planning of the measures addressed also to tourists or investors. The properly planned and implemented communication with dwellers may affect not only an increase of effectiveness of the implemented marketing campaigns but also reinforcement of the identity of dwellers as well as an increase of social capital depending, inter alia, on the quality of communication processes within the self-government.

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