Planowanie rozwoju wizerunku jednostki terytorialnej – warunki i ograniczenia

The period of systemic transformation which started in 1989 and continued in the following years, changed themanagement 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.