Rural policies must be in agreement with the local economy and with the

Rural policies must be in agreement with the local

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Rural policies must be in agreement with the local economy and with the expectations of those operating both within and outside it, the objective being the promotion of local economy. The instrument used in this sense is rural marketing, which aims that all actors of the local economic life are satisfied within the community and the expectations of tourists and investors are answered. Thus, by means of well oriented actions, the marketing policy 2 may contribute to the improvement of the image of the localities and to the increase of their competitiveness in the context of competition increase at the regional and international level. Rural marketing presupposes the choice of adequate manner for designing and organizing villages and communes, in order to satisfy the needs of the target segments interested in rural development. It is considered that rural marketing reached its finality when the business community and the citizens are satisfied with the economic-social rural environment, when the expectations of visitors and investors are satisfied. In the specialty literature, the concept is used as having different connotations, such as: rural marketing as promotion of the villages  and communes, its characteristics and perspectives, in view of attracting investments and visitors from outside. The product is ready, it must only be packed in the most suitable manner 3 . rural marketing as alignment of the rural development policies, from the conception to the implementation moments, to the requirements of the local economic factors and to the expectations and hopes of the external factors that must be attracted, for the purpose of promoting local economy, considered as a wellbeing force of the villages and communes. rural marketing as total reorganization of the administration and of the planning procedure, focusing on the “customers” for the local “product” (citizens, enterprises, institutions, foreign investors, visitors), judging the 2 The marketing policy represents an ensemble of strategic objectives, integrated in different managerial instruments operationalized in marketing optic, depending on the conditions offered by the new internal and external collectivity environment. 3 Although this approach is unanimously criticized, in theory it corresponds quite well to many of the actions put into practice in the name of rural marketing;
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International Journal for Public Management and Politic Development – Vol. 1, No. 1 46 results obtained depending on their satisfaction towards the quality and quantity of services and going towards a model in which the relationship between the rural actors is based on negotiation and communication, rather than on regulations and conflict. At present, rural marketing has become a preeminent characteristic of the local economic development strategy. Local economic development also presupposes the establishing of a long-term marketing strategy, oriented towards the conservation and development of the natural, economic and human potential of the local collectivity.
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