Abstract:

Territorial marketing usually refers to cities and regions understood as administrative units. Much less commonly approached are ethnic regions, areas which often are not covered by the rigid administrative division, and whose organization and management encounters many difficulties. This also applies to shared marketing activities, which are not only often burdened with local particularism, but they also generally refer to the promotion of ethnoregion's capital, i.e. the already-operating business within the framework of selected local resources. Such an approach does not apply the correct sequence, i.e. resources-potential-capital, often confusing the essence of all these concepts. In light of the above, research has been carried out on the essence of the marketing of resources, potential and capital as exemplified by the Hutsul region in Ukraine. A classic SWOT analysis has been used in order to capture the fundamental differences between the elements subject to anaylis. According to the research, there was a significant difference in the assessment of the resources, potential and capital of the ethnic region subject to analysis, which translates into the applied marketing strategies, which also show significant diversity. However, this gives rise to a more effective adjustment of marketing activities that can, and perhaps should be conducted, broken down into the marketing of resources, potential and capital.