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.
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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 placemarketing by introducing the concept of place demarketing