Use Of Territorial Marketing Instruments In Rural Areas Of Warmia And Mazury Province

The aim of the paper is to present selected instruments in the field of territorial marketing led by selected local authorities of Warmia and Mazury Voivodeship to entrepreneurs. Considerations were based on the results of empirical studies carried out in 2008 in rural and urban-rural communes of the voivodeship and analysis of the socio-economic development level of the communes, carried out using the Hellwig index. A section of the communes according to the meter allowed to find significant differences in expenditures for economic promotion of the communes. Entities with higher levels of development were characterized by a more holistic approach to territorial marketing, while the weakest municipalities focused on minimalist marketing. This could result primarily from limitations of financial resources allocated in the local budget for the promotion, especially in communes with lower level of development, where revenues were lower in comparison to other examined units, and a relatively greater percentage of expenditure constituted "hard" investments. The research also showed that in units with the higher and average level of development a wider range of instruments was used to promote entrepreneurship, than in communes with lower level of development, where the only instruments used were pricing and taxation. Among the instruments used by local governments prevailed passive forms, not requiring ingenuity, efforts or activity of the authorities. Investors perceived the efforts of the authorities and the advantages of suburban areas. As it was recorded in 2010, there were set up several times more companies per 10 thousand of population than in peripheral rural areas.