Marketing mix for rural development in Romania

• Author: Polgar (Deszke) K.D., Duguleana L.
• Pages: 69-78

Bulletin of the Transilvania University of Braşov

Series V: Economic Sciences • Vol. 9 (58) No. 2 - 2016

Marketing mix for rural development in Romania

Klára-Dalma POLGÁR (DESZKE)1, Liliana DUGULEAN2

Abstract: The sustainable development supposes a uniformly increasing of living level for

the entire population of a nation. The reducing of disparities between the urban and rural

regions is a purpose of the rural development policy, as a part of Community Agriculture

Policy and also subject of European financing programs. A marketing approach of rural

development could ensure an integrated implementation of LEADER program in Romania.

This paper defines the components of marketing mix for rural development and their content

for Romanian rural development marketing.

Key-words: rural development, marketing mix, local development strategies

1. Introduction

Romania, being EU member-state has the right to all the opportunities of urban and

rural development offered by European Union. With a total surface of the territory

of 238,000 km² and with a population over 22 millions inhabitants Romania

represents 6% of entire EU territory and 4% from its entire population. The

investments and the competitivity of Romanian economy should be improved in

order to accelerate the economic growth to ensure the income convergence with

those in European Union.

The rural area is representative for Romania having substantial development

resources. In 2012, the rural area has had a surface of 207,520 km², being 87.2% of

country’s territory with 43.6% of Romanian population (www.insse.ro). The rural

population is not uniformly distributed within the country territory. The rural

population has a higher proportion in certain regions: South Muntenia with 58.6%,

North-East with 56.8% and South-West Oltenia with 51.9%. The highest density,

excepting the region Bucarest-Ilfov, is recorded in North-East of 63.24%

inhabitants/km2, while in the Western part of the country, the rural space is less

populated – 26.51% inhabitants/km2 in West region (www.insse.ro).

These disparities leave their mark on the socio-economic development of

those regions and on the life quality of rural population.

1 Doctoral student, Transilvania University of Braşov, Association „ALUTUS REGIO EGYESÜLET”

- Covasna, polgarklaradalma@yahoo.com

2 Transilvania University of Braşov, ldugul@unitbv.ro