Rural society in placemarketing – methodological aspects

The aim of a paper is to evaluate, which placemarketing activities should be proceeded in rural areas where there are very few attractions for outer place-buyers according to rural society opinions. According to a definition placemarketing is designing a place to satisfy different needs, especially those declared by the inhabitants, entrepreneurs, visitors and investors (Kotler, Asplund, Rein and Haider 1999, p. 125). The paper contains methodology of rural society research (local entrepreneurs and inhabitants of Konin region) on local authorities activities for territorial units of different multifunctional rural development level. Among soft factors rural development soft ones become as significant as the infrastructural ones. The paper is finished with preferences of main place-buyers regarding marketing tools.