Background and Purpose: An analysis of the dimension of sustainability in the context of competing for the title of the European Capital of Culture (ECoC) is included in the article. The authors of the research agree that the proper integration of cultural policy into the social system impacts and changes cultural values and beliefs, shifting them towards sustainable behaviour and sustainability. Many authors analyse the interrelation between culture and sustainability, thus defining the role of culture for sustainability. However, few discuss possible approaches or tools, which may offer assistance in the matter of how to reach sustainability in the context of culture.Design/Methodology/Approach: Research is based on the comparative analysis of the applications of the respective cities. The TBL methodology is implemented using the content analysis method as a tool. The outcomes of the content analysis are then used for the elaboration of the qualitative multi-attribute model using the DEX methodology.Results: While analysing bidding documents for the ECoC we: a) define the importance of the marketing plan (described as a comprehensive action) and b) argue that ECoC marketing needs to be turned to “sustainability marketing” as it is described and defined by many authors.Conclusions: The ECoC Commission should consider the importance of culture for sustainable development and, respectively, should evaluate the marketing plan of applicants under the sustainability framework.

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This article analyses the main aspects of upstream social marketing for the implementation of mobile government (MGov). The methodology of current research is based on the systematic literature review in the fields of MGov and social marketing. According to our findings, most researchers investigated MGov from the side of citizens (consumers) and emphasised the benefits to them while changing their attitudes and behaviours in employing mobile applications. However, as there is a lack of research from the side of governmental bodies, in this paper we were looking for new meanings, attitudes and values from their perspective. Limitations of employment of MGov occur due knowledge gap among decision makers and public policy formers (upstream audience). Therefore, we argue that upstream social marketing for the upstream audience would bring success in faster MGov implementation. Specific social marketing would be mostly valuable on the municipal level that is the closest substance to the society. Thus, in our paper, we emphasise the benefit of the MGov for the local upstream audience and propose possible external marketers as well as the motivating theses based on the 7P of marketing mix (consisting of seven P elements: Product, Price, Place or physical evidence, Promotion, Participants or people, Processes, Political power) for the successful MGov on municipal level. Evolution of mobile technologies influences all public areas in both developing and developed countries. Rapid changes in marketing of mobile technologies have turned to the creation of new abilities in both e-government and e-participation. Connectivity of mobile phone and internet has developed the phenomenon of m-government that fostered transformation of public services [1]. Goyal and Purohit [1], Trimi and Sheng [2], Almarashdeh and Alsmadi [3], Mpinganjira [4] revealed many advantages of mobile government (later in this paper-MGov) such as better and faster availability, more personalization and democracy, real in time dialog, cost effectiveness and simplicity, corruption prevention, emergency response, efficiency, etc.MGov influences improvement of e-government and requires some specific adaptation or rebuilding to mobile applications such as website design, layout, content, etc. The mobile communication is used as a complementary perspective to explain user acceptance of MGov services [5].MGov user base is comprised of all classes of people as it requires little technological knowledge [6]. MGov creates and/or extents the ability for remote citizens to accept public services and public information, as well as functioning to solve their everyday life problems within their municipality or even nationally. New mobile applications lead public servants as well as citizens to learn and innovate in order to participate in a public life.

Klaipėdos universitetas (Lietuva) ANOTACIJA Europos Sąjungos politika skatina darnią visų regionų plėtrą. Lietuvoje regionus atitinka dešimt apskričių. Tačiau darniai Lietuvos plėtrai, ypač tam naudojant ES ir valstybės paramą, tikslinga taikyti kitokią regionų plėtros politiką: tai yra remti ne tik apskritis, bet ir specifinius mezo-arba mikroregionus. Tokių regionų plėtros kryptis tikslinga nustatyti, atskleidžiant jų specifiškumą ir ypatumus. Smulkusis ir vidutinis verslas laikomas šalių ekonominės ir socialinės gerovės pagrindu, todėl regiono specifiškumui ir plėtros ypatumams nustatyti tikslinga naudoti SVV vertinimo kriterijus ir rodiklius. Šiame straipsnyje autoriai pristato Kuršių marių regioną, kaip galimą mikro-regiono pavyzdį, išgrynina specifinius jo aspektus, taikant siūlomus SVV vertinimo kriterijus bei rodiklius.

Environmental non-governmental organizations (ENGOs) play a significant role in contemporary governance. They act as bottom-up advocates while discussing sustainability and environmental issues. They try to engage different stakeholders and society members for common actions. Communication is cited as a very appropriate process for the cooperation and coordination of joint actions. Digital technologies provide new communication possibilities as an e-communication mode that covers various networks. E-communication is very complex and requires strict management that is usually unaware of for small ENGOs. This study aims to propose a theoretical model of e-communication for enhancing ENGOs communication effectiveness on sustainability issues. A literature analysis was used with a content approach helping to collect components and criteria for the framework. The approach of logical classification and distribution was applied to construct the framework. The framework appeals to the idea of diversification of communication for different audiences and is based on the e-communication objectives and measurement of messages as the results. The framework can be adapted to the particular sustainability problem such as air pollution, protection of trees, etc.