Marketing helps villages and comunes fulfill several objectives such as the

Marketing helps villages and comunes fulfill several

This preview shows page 45 - 47 out of 74 pages.

overview. Marketing helps villages  and comunes fulfill several objectives, such as the attracting of new national or international companies, the consolidation of the industrial infrastructure, tourism development, the diversification and improvement of the transport and health services. The paper at hand presents the modality through which the instruments of public rural marketing influence local economic development, through their impact on the development strategies elaborated by the local communities. Keywords: rural marketing, strategy, identity and image, local development, vision 1. Introductory considerations regarding public marketing In order to answer the current rural problems, generated by the rural competition and by the continuous increase of demand for public services and goods, a new manner of governing and administering the villages and communes is necessary, oriented towards the market requirements, towards action and result. This presupposes a reorientation of the attitude of local authorities from “administration” to “management”, borrowing aspects from the philosophy of the private sector. “Rural marketing”, “local economic development”, “villages  and communes competitiveness” are notions that are many times analyzed separately in the specialty literature. Sometimes, the activities specific to rural marketing are limited only to the promotion policy, minimizing their importance within the local economic development strategies. In the context of the increased complexity of the current economy, rural functionality can be ensured solely through a well guided marketing process 1 which 1 At the middle of the 1990’s, the use of marketing became frequent within the problematic of the local communities, as a reaction to the deep changes occurred in the strategies of companies and governmental policies, determined by the globalization and regionalization process. This is an important moment for urban marketing, because it begins to be placed and perceived in the wider context of local and regional development. This expansion of the concept of “public marketing” determined the shift in its perception by the business community, the local administrations and the non-profit organizations.
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Rural Marketing to the Aid of Local Development. Case Study - Jilava Commune… 45 to include several action stages, by formulating goals and strategies regarding the establishing of relations between economic, social and institutional environment, at the level of markets, as well as of relations between demand and supply. The rural marketing policy comprises the public and the private sector, following that all their activities ensure the conservation, stimulation and integration at all levels, by providing and occupying the corresponding work force, by attracting business from other areas, as well as by developing the existing ones.
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