Territorial marketing in theory
When addressing the issue of territorial marketing, it is essential to refer to the origins of this concept. It is relatively new and combines the meanings of the words Marketing and Territory. Marketing is a set of activities aimed at supporting the broadly understood sale of services and products, using all available methods and techniques that influence the buyer of the product or the recipient of the message. In another perspective, marketing includes activities aimed at identifying, and in some cases creating, and ultimately satisfying customer needs. One of the fathers of modern marketing, Philip Kotler, believes that marketing is the science and art of researching, creating, and profitably offering products that have value for the customer in order to meet the needs of the target market. The role of marketing is thus to discover previously unknown needs of people and to create attractive and new solutions to satisfy those needs. Territory, as stated in the Polish Language Dictionary PWN, is an area of land with defined boundaries, distinguished by certain characteristic features. Another definition presents it in the context of subordination to specific administrative authorities. Thus, territory can quite easily be reduced to administrative boundaries, for example, of a country, province, district, municipality, etc.
In the context of territorial marketing, the term territory also encompasses specific places (such as buildings, facilities) or localities. In the literature on the subject, the term "place marketing" is also used interchangeably. Thus, by combining these two expressions, we arrive at the concept of territorial marketing understood as actions undertaken by authorities or organizations originating from a given territory, aimed at engaging and attracting recipients of these activities to their region.
