This paper deals with the importance of the application and introduction of marketing concepts in local and regional units. Counties as regional units appear as contracting authorities for goods, works and services in the context of their self-governing scope based on law. As most of the work they perform belongs to the group of social activities, in their environment it is logical to apply the marketing concept, and above all social marketing. Unlike business marketing which aims to increase sales, rationalize costs and maximize profits, marketing of the Local and regional self-government units (social marketing) is aimed at increasing social welfare and meeting the public needs of citizens. For this purpose, it is necessary to apply the elements of the marketing mix (4P = product, price, distribution, promotion) which, along with an additional three (3P = people, process, physical evidence) will develop such investments and jobs, or which will best satisfy public needs of the Brod-posavina county population. Only with their full operationalization are the immediate conditions created for their re-election to a new four-year term in the next term. Although the marketing concept has already largely come to life in practice, especially those of the richest and most developed counties, there is still significant and sufficient space for upgrading, improving the marketing process and additional research, both in marketing and in practical, operational terms.