Terytorialny marketing doświadczeń na przykładzie miasta Częstochowa
Territorial Engagement Marketing on the Example of the City of Częstochowa

Summary/Abstract: The aim of the paper is to present the specific character of territorial engagement marketing on the example of a chosen territorial self-government unit. In the paper it is assumed that engagement marketing is a non-standard solution, increasingly gaining in importance, which can be successfully applied to build good relations between self-government units and their stakeholders, mainly inhabitants. In light of theoretical deliberations engagement marketing is assumed to be an element of the city of Częstochowa marketing strategy and an example of such activities is shown. The topic is complemented by the results of own research concerning selected aspects of engagement marketing in the perception of Częstochowa citizens. The research results indicate most of all not expressive and ambiguous image of the city and moderate interest in the program realized in the framework of engagement marketing strategy.

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