Planning the Development of the Local Government Units’ Image – Conditions and Limitations

Abstract

The period of systemic transformation which started in 1989 and continued in the following years, changed the
management of local government units, which ceased to be a tool of the central government in implementing
the state’s policy. However, they have become, in a sense, independent units that use territorial marketing
in the management process, whose main task is to shape the region’s competitiveness in relation to other
regions within the market economy. The paper reviews the problem of shaping and developing territorial
marketing. The aim is to show the importance of promotional activities in the implementation of the region’s
development goals and the diagnosis of its limitations and accompanying conditions.