The importance and necessity of marketing communication management in local government in the Slovak Republic

Marcel Lincényi

Alexander Dubcek University of Trencin

Abstract

The main research objective of the study presented in this article was to analyse the scope and main forms of management of marketing activities in the local government in the Slovak Republic. The study has found that the management of marketing activities is still not usual in the local government in the Slovak Republic. Marketing is coordinated rather in cities than in villages, but there are still some cities that do not consider marketing to be important at all. Marketing activities at the office are mostly carried out by one employee while only a few cities or villages can afford to have more staff to carry out them. The main reason why cities and villages do not carry out marketing activities is the lack of financial resources or the need to deal with more serious problems. In conclusion, the author emphasizes the need to discuss the objectives and tasks of local marketing.

Keywords:

Slovak Republic, local government, marketing, implementation, city, village