The authoress examines the possibilities of supporting the development of rural communes by means of application of marketing concepts. She concentrates her attention on promotion efforts launched at the initiative of the representatives of local councils. The main thesis is that there exists a relation between the distinguished types of communes (which differ in term of social, economic and cultural factors of development) and their promotional initiatives. The results of surveys conducted by her confirm the generally prevailing opinion about the bad economic condition of rural areas. Local authorities concentrate their attention mainly on the endogenous socio-cultural development and rarely on matters connected with economic development. The latter is initiated owing to the local resources rather than owing to the search for impulses (in the form of personnel, financial means or investors) that could be found outside the commune. Promotion is addressed to the local community chiefly. A statistically significant relation existed between four groups of variables: internal economic promotion - economic character of development; internal social promotion - mixed character of development; internal social promotion - economic character of development. The results of conducted research indicate that communes launch promotion efforts mainly in the internal social and the internal cultural spheres. Entities that apply for the external economic promotion more often record better economic indicators and, consequently, achieve a better position on the labour market and are richer. Key words: promotion efforts, local development, rural areas.
M. Marks, Uniwersytet Lódzki, Wydzial Ekonomiczno-Socjologiczny, ul. Rewolucji 1905r. 41/43, 90-214 Lódz, Poland
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