Przemysł kreatywny jako element marketingu terytorialnego
Creative industry as a part of territorial marketing

Summary/Abstract: In order to fully grasp the importance of the creative industry as a part of territorial marketing, which is now one of the key factors influencing the competitiveness of the region, it is necessary to consider that in the world economy consumers are not only interested in purchasing just goods and services, as the factors having an impact on the choice are not only functionality or the price of the product, but also the contact of the consumer with a particular „experience”, which they provide with their symbols and values, they bring with them and which help customers build own identity based on the sense of affiliation, i.e. cultural or regional one. Therefore, in the author’s opinion it is reasonable to verify the hypothesis that the creative industry becomes a „new”– essential part of the territorial marketing. Thus, the aim of the article is to identify interdependence, connections and mutual relations between the creative industry and parts of territorial marketing

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