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Abstract

The main aim of the article is to present the relationship between urban policy and the marketing activity of the presidents of Wrocław, Wałbrzych, Legnica, and Jelenia Góra during the period of the 2014 local government election campaign. Analysis of the marketing activity of the presidents, conducted via chosen social media, enables presentation of the most important conditions and reasons for using urban policy in the competition for the support of citizens – potential voters. First, it will show that the marketing actions of a president during an election campaign are not the means of creating the image of a city but gaining the support of voters. Second, the analysis will prove that the election message constructed by presidents is based on the actions conducted in the various areas of urban policy.

-2020 (Development Strategy for the Municipality of Chełmno for the Years 2014-2020 - in Polish). Available at: http://www.bip.chelmno.pl/bip_download.php?id=6324 (DoA: 16.06.2017). Strategia rozwoju gminy miasto Płońsk na lata 2015-2020 (Development Strategy for the Municipality of Płońsk for the Years 2015-2020 - in Polish). Warszawa: Europejski Instytut Marketingu Miejsc: BEST PLACE (Warsaw: European Place Marketing Institute: BEST PLACE - in Polish). Available at: http://umplonsk.bip.org.pl/pliki/umgplonsk/xxix_220_2016_strategia_2015-2020.pdf (DoA: 16.06.2017). Strategia

: Urban Studies, Vol. 38, pp. 1003-1024. Nel, E. and Binns, T., 2002a: Decline and Response in South Africa’s Free State Goldfields: Local Economic Development in Matjhabeng. In: Third World Planning Review, Vol. 24, pp. 249-269. Nel E. and Binns, T., 2002b: Place Marketing, Tourism Promotion and Community-based Local Economic Development in Post-apartheid South Africa: The Case of Still Bay - the “Bay of Sleeping Beauty”. In: Urban Affairs Review, Vol. 32, pp. 184-208. Nel, E. and Binns, T, 2003: Putting ’Developmental Local Government’ into Practice: The Experience of

applied to tourist management and planning” ( Beeton and Benfield, 2002 : 497). The same authors are strong advocators of demarketing in tourism, stating: “The implications (of demarketing strategy) for the tourism industry are enormous, providing fresh ways to consider the management of mass tourism and the environment and culture on which it relies.” ( Beeton and Benfield, 2002 : 497). On the other hand, Medway and Warnaby declare that their work “provides a unique counter to the ‘conventional wisdom’ of place marketing by introducing the concept of place demarketing