PLACE MARKETING StraTEGY OF LATGALE REGION DEVELOPMENT

Abstract

In this paper the author has developed place marketing strategy model for Latgale region that could be used as the base for workingout programs of social and economic development. The author defines essence and specific of the marketing places conception, analysesLatgale region as marketing object based on segmentation and research of target markets. Interrogatory methods were used toinvestigate target audience of the region. The results of analysis of Latgale region and the results of the research of its target marketsbecame empirical base for Latgale region place marketing strategy model. The developed place marketing strategy for Latgale regionis based on regular and systematic investigation of the condition of the territory and its development tendencies in order to takerational decisions and to choose the priority development directions in the conditions of limited resources in accordance with real orpotential demand of the target markets and to allocate the existing resources for its satisfaction.KEW WORDS: development, target market, positioning, place marketing.