In this paper the author has developed place marketing strategy model for Latgale region that could be used as the base for working out programs of social and economic development. The author defines essence and specific of the marketing places conception, analyses Latgale region as marketing object based on segmentation and research of target markets. Interrogatory methods were used to investigate target audience of the region. The results of analysis of Latgale region and the results of the research of its target markets became empirical base for Latgale region place marketing strategy model. The developed place marketing strategy for Latgale region is based on regular and systematic investigation of the condition of the territory and its development tendencies in order to take rational decisions and to choose the priority development directions in the conditions of limited resources in accordance with real or potential demand of the target markets and to allocate the existing resources for its satisfaction.
Regional policy is a very dynamic and broad concept. As we can see from Lithuanian regional policy, regions can be formed very flexibly, using different spatial areas (counties as well as municipalities). This is justified by the main purpose of regional policy – dealing with social and economic inequality. The aim of the Government is, therefore, to identify the remote territories and to divert certain assistance in time. The Government, however, uses short-handed instruments, namely economic indicators, for the revealing of problem areas in Lithuania. The article argues that this is not enough: peripherality and accessibility indicators could be calculated for Lithuanian regions. Calculations of data using the formulas presented quite clear picture and tendencies of territorial development. They proved the existence of poor development axes and good development nucleus. The trend towards institutional development of 6 potential regions in Lithuania could be envisaged.