Marketing terytorialny jako determinanta zrównoważonego rozwoju lokalnego
Territorial marketing as a determinant of local sustainable development

Summary/Abstract: In a developed market economy relations between economic entities from the private sector and public bodies, including spatial and administrative units, come down to purchases of goods and services as a result of which ownership titles to property are transferred between social groups, institutions and individuals. Operating mainly in order to fulfill residents’ needs, communes are full participants of the market. The idea behind management in self-government units should take into consideration the entrepreneurial mindset, especially in the decision-making process undertaken by self-government institutions. Being chiefly oriented at the recipients of council goods and services, a correct decision-making process ought to rely on the marketing viewpoint. The purpose of the paper is to reveal the essence of applying a marketing approach to the practice of managing local sustainable development in rural communes of the Ostrołęka- Siedlce subregion. The relevant subregion belongs to the richest regions in Poland and is part of the Mazovian Province. However, there is a high dispersion of the level of development in individual subregions in the area of the province. The subject Ostrołęka-Siedlce subregion is one of the poorest, characterised by large-scale development gaps and a low attractiveness of the location; the situation is most difficult in rural areas.

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