ONLINE PROMOTION AS A SOURCE OF COMPETITIVE ADVANTAGE FOR LOCAL GOVERNMENT UNITS – A CASE STUDY OF THE BUSKO-ZDRÓJ COMMUNE

Pawel Gawior and Janusz Zrobek

Economic and Regional Studies (Studia Ekonomiczne i Regionalne), 2014, vol. 07, issue 2

Abstract: The aim of the study is the attempt at estimating the level of the local government units’ involvement in a promotional activity through the Internet in the context of gaining a competitive advantage. The analysis is based on the case study of the commune Busko-Zdroj, employing actual data and a questionnaire interview which was conducted with the employees of the local government and the commune Busko-Zdroj. The use of online promotion has been examined against traditional methods of promotion which are in common practise by local government units. In the light of the conducted surveys, a certain diagnosis has emerged. It suggests to implement more extended promotional actions of the commune Busko-Zdroj on the Internet.

Keywords: Marketing; Research and Development/Tech Change/Emerging Technologies (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:ags:plecrs:265031

DOI: 10.22004/ag.econ.265031

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