Some Aspects of Place Marketing
Some Aspects of Place Marketing

Summary/Abstract: In the context of developing global competitiveness, countries and regions have to involve themselves more actively into the global markets thus competing with one another for investments, labour force and business attraction. A marketing approach allows to look at regional development from a new perspective. Area marketing – is an activity undertaken with the aim to create, maintain or change attitudes 87 and/or behaviour concerning a specific territorial area. Such an approach of representing regions as producers oriented towards domestic and foreign consumers and the development of their demand for particular resources and regional potential is significantly more market oriented than a traditional perception of the region as an entire area focused on self-development. A strategic goal of each region, also Latvia, is to design the place as a flexible system which is able to adapt fast and effectively to new developments, absorb new opportunities and take up beats of unfavourable circumstances. With this purpose place audit should be carried out first of all. The paper presents some results of the Internet research done in the period from October 2006 to May 2007 by Social Research Institute in Faculty of the Social Sciences of Daugavpils University on the image of Latvia abroad.

• Details
• Contents