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2013 | 10[59] |
Tytuł artykułu

Why do the university graduates settle down in the university town? Potential implications for city marketing -the case of Cracow

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Treść / Zawartość
Warianty tytułu
Języki publikacji
EN
Abstrakty
EN
The background of the paper is place marketing, as a concept of territorial unit management aimed at customer satisfaction. In the paper it was underlined that one of the key factors that contemporary cities need for their development is human capital. Furthermore the author of the paper refers to place marketing publications to present the idea of city markets, where cities compete for gaining necessary resources. It is worth mentioning that the current competition between the cities is of global range. Therefore investors, new residents and tourists (being major markets for the cities to compete) choose cities from all over the world to meet their expectations. In the article special stress is made on students as a potential source of city’s new inhabitants. In the consecutive parts of the paper the author introduces the conclusions from a 2011 research supervised by the author and conducted on a significant group of students of Cracow University of Economics. The purpose of the research project was to identify the factors increasing attractiveness of the city for settling down after university graduation. The students were asked on their plans regarding their permanent residence after graduation and factors stimulating the decision to stay in the same city.
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EN
Twórcy
autor
  • Department of Trade and Market Institutions, Faculty of Management, Cracow University of Economics, Rakowicka 27, 31-510 Krakow, Poland
Bibliografia
  • Brańka S., Mieszkańcy jako adresat działań marketingowych władz samorządowych, [in:] „Studia Ekonomiczne i Regionalne”: Numer 1, Tom IV, Rok 2011, Wydawnictwo Państwowej Szkoły Wyższej w Białej Podlaskiej, Biała Podlaska 2011.
  • de Elizagarate V., Marketing de Ciudades, 2a edición, Ediciones Pirámide, Madrid 2008.
  • Florida F., Cities and the Creative Class, Routledge, New York – London 2005.
  • http://www.marketingpower.com/AboutAMA/Pages/DefinitionofMarketing.aspx
  • Kotler Ph., Haider D. H., Rein I., Marketing places: Attracting Investment, Industry, and Tourism to Cities, States, and Nations, The Free Press, New York 1993.
  • Kotler Ph., Levy S.J., Broadening the Concept of Marketing, “Journal of Marketing”, vol. 38, January 1969.
  • Kotler Ph., Places need place marketing!, [in:] Marketing and globalization, ed. by Ďad’o J., Wiktor J.W., Cracow University of Economics & Matej Bel University, Cracow – Banská Bystrica 2000.
  • Raport o stanie miasta 2011, Urząd Miasta Krakowa – Wydział Strategii i Rozwoju Miasta, Kraków 2012, downloaded from: http://www.bip.krakow.pl/zalaczniki//dokumenty/n/97139/karta
  • Szromnik A., Marketing komunalny – rynkowa koncepcja zarządzania gminą, „Samorząd Terytorialny”, 1996, nr 3.
  • Szromnik A., Marketing terytorialny – Miasto i region na rynku – wydanie IV poszerzone, Wolters Kluwer business, Warszawa 2012.
  • Ward S. V., Selling places. The marketing and promotion of towns and cities 1850-2000, Spon Press, London and New York 1998.
Typ dokumentu
Bibliografia
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