THE MARKETING OF THE LOCAL COMMUNITIES AS A TOOL FOR
     SUPPORTING THEIR SUSTAINABLE DEVELOPMENT


                 Calin Veghes, Academy of Economic Studies in Bucharest
                Diana Dugulan, Academy of Economic Studies in Bucharest
             Ioana Cecilia Popescu, Academy of Economic Studies in Bucharest

ABSTRACT: The sustainable development of the local communities represents a rather
sensitive topic, that incorporates and integrates elements related to the both concepts:
”sustainable development”, respectively „local communities”. If an amount of marketing is
added, things tend to become more complex, and, definitely, more complicated. The paper
intends to answer, based on the information already available in the literature, to the
following questions: what is a local community? What is the meaning of the sustainable
development of a local community? Does marketing contribute to and support the sustainable
development of the local communities? The answers to these questions are aimed to provide
the appropriate background for defining the concept of marketing of the local communities
and for the identification of the ways this concept may be employed in order to support the
sustainable development of the local communities.

Keywords: Marketing, Local communities, Sustainable development

JEL code: M31