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Arleta Ciarczynska

Economic and Regional Studies (Studia Ekonomiczne i Regionalne), 2011, vol. 04, issue 01

Abstract: In the first part of article, the outline of territorial marketing development was introduced. At the beginning, marketing was characteristic for economy and it was designed for enterprises to increase its sale and – what fallows – bring in profit. In 70’s Kotler proposed, that marketing shouldn’t be limited only for enterprises, but we can use it for non-profit organization or public institutions too. Definitions of place marketing was introduced at the next part of this text. It follows, that it always relate to some territory. Questionable is to define, which entities should initiate its elements, because of its multiplicity and diverse. The shape of this activity is dependent of development strategy for given unit of territory. That’s why the main goal of place marketing is development of local community. In the end of article there was introduced most important – according to an author – obstacle in territorial marketing development and general perspectives.

Keywords: Community/Rural/Urban Development; Marketing (search for similar items in EconPapers)
Date: 2011
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Persistent link: https://EconPapers.repec.org/RePEc:ags:plecrs:264778

DOI: 10.22004/ag.econ.264778

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