Bridging the Past and Future: Public and Non-Profit Marketing for Post-Industrial Areas

The concept of the European City of Science intersects with public marketing in multiple dimensions. This initiative highlights the presence and essential role of scientific institutions within the designated city and emphasizes social initiatives that leverage science to address everyday challenges. The XXIV International Congress on Public and Non-Profit Marketing held in Katowice, Poland focused primarily on the region of Metropolis GZM, which has been undergoing socioeconomic and technological transformation since the 1990s. The enclosed papers presented at the conference discuss the marketing aspects of the post-industrial transformations that are occurring in the region to address the challenges of the 21st Century. It covers marketing perspectives on topics such as health promotion, sustainable development, citizen-friendly public spaces, and citizen science, to name a few. It also addresses the need of rebranding and repositioning of areas within the region that carry past negative perceptions. Collectively, the papers in this book explore how the region can build a new, forward-thinking identity, while also honoring its industrial heritage.