MARKETING OF CITIES AND REGIONS IN THE SLOVAK REPUBLIC

Marketing has in recent years established itself in public administration in Slovakia, whether at state level, or local government level respectively. This paper mainly focuses on the application of marketing to cities and regions in local government. The objective of the analysis is to assess the implementation of marketing activities in regional towns in the Slovak Republic. The findings showed that marketing is used in all regional cities in Slovakia, but in a different form, scale and with different levels of responsibilities. Furthermore, we will point out the discrepancies and inconsistencies of understanding marketing communication in different towns due to the fact that the number of local authorities vary from town to town; the number of departments and the level of responsibilities within the organizational structure too differ. In conclusion, we emphasize the need to discuss the objectives and tasks of the activities of urban and regional marketing.