Planowanie i projektowanie miast - koncepcje marketingowe.

Autorska próba interpretacji pojęcia „marketing urbanistyczny" oraz zarysowania aspektów strukturalnych wprowadzania podejść marketingowych do planowania i projektowania miast. Marketing strukturalny jako podejście polegające na wpisywaniu metod, technik i strategii marketingowych w konkretne, świadomie określone koncepcje ładu przestrzennego. Określenie znaczenia marketingu urbanistycznego dla warsztatu planowania i projektowania miast.

Examining various concepts of urban marketing and its interrelationships with urban planning and design, the author focuses on the impact of urban revitalization projects on pElanning methodology and practice. He introduces the concept of structural urban marketing which assumes that urban revitalization strategies and respective projects and plans should balance the following objectives: - to increase urban activities in a given space and strengthen the competitive advantages of a city - to reach a just compromise in negotiating different interests involved in a market game about space - to follow the pronciples of sustainable development - to increase potentials integrating the spatial structure of a city. The very notion of structural marketing is to combine different proactive urban policies with strategic spatial decisions within a framework of local structure plan and action plans. Proactive urban revitalization policies should analize, measure and create attractive urban spaces that could be also conceired as potential urban products. This - in turn - opens up the area for experiments with new planning tools and respective analytical methodology. The development of new analytical tools is particularly visible in 'leverage planning' - an overlapping of two fields: urban planning and property development. Marketing concepts have changed the traditional relationship between the Plan and the Project. As a result the formula of 'project-led planning' ('emergency planning') is emerging. Summing up, the list of questions relevant for this tendencies is proposed for new Polish planning practice.