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Journal articles on the topic 'Marketing territorial'
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1
Baray, Jérôme. "Marketing territorial." La Revue des Sciences de Gestion 234, no. 6 (2008): 27. http://dx.doi.org/10.3917/rsg.234.0027.
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Chechulin, A. V., A. L. Kuznecov, V. P. Grakhov, and M. B. Perfil’eva. "Communication and Marketing Technologies of Territory Promotion: Forming Professional Market in Russia." Science & Technique 19, no. 2 (April 1, 2020): 125–29. http://dx.doi.org/10.21122/2227-1031-2020-19-2-125-129.
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The purpose of the paper is to analyze a market of territorial marketing as a special, significantly different from the commercial market in the post-Soviet space. Attempts to characterize this territorial marketing market in general have not yet been undertaken. The authors have set a task to answer questions about their understanding of the territorial marketing essence; nature of interest of any territories in general and post-Soviet territories, in particular, in the use of marketing tools in its strategic development; territorial marketing market structure – customers of such services on behalf of territories, research organizations, marketing, advertising, design and other organizations creating convenient marketing products, and furthermore means for advertisement positioning and organizations providing opportunities for special events in the interests of territories promotion. On the basis of a comparative analysis of the territorial marketing markets of a number of countries leading in the post-Soviet space which are not members of the European Union, an analysis of statistical data and expert surveys, the conclusions have been made: Russia occupies the leading place in this field - and in absolute criteria (budgets, territories need), and in quality of work. But in the recent years Kazakhstan is actively developing territorial marketing technologies and this country is ahead of Russia in a number of areas. It is important that the territorial marketing markets of Russia, Kazakhstan and other post-Soviet countries are not isolated from international ideas and market structures. The main developments for the Russian territories are based on the ideas and methodology of the British school of territorial marketing. Foreign marketing structures, primarily from Great Britain and the Netherlands almost always participate (and often win) in significant tenders for territories ordering being held in Russia and other CIS countries.
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Придатько, Елла. "МАРКЕТИНГ ТЕРИТОРІЙ В СИСТЕМІ УПРАВЛІННЯ СОЦІАЛЬНО-ЕКОНОМІЧНИМ РОЗВИТКОМ ГРОМАДИ." Economical 1, no. 1(22) (2020): 81–89. http://dx.doi.org/10.31474/1680-0044-2020-1(22)-81-89.
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Purpose. Research of the concept of marketing of territories and the features of the use of marketing tools and technologies by local governments in the field of social and economic development of territorial community in modern economic conditions. Method. The analysis of theoretical foundations and practical use of marketing of territories in activity of territorial communities is based on methods of theoretical generalization, grouping and concretization. Results. Attention is payed to the introduction and the use of marketing of territories in the activities of territorial communities, and qualitative changes at the current stage of decentralization of power and resources are indicated. It is substantiated that the use of effective management tools, primarily through the use of marketing approaches, namely marketing and branding of territories will help to improving the welfare of the population, infrastructure development, providing quality services, attracting investment and qualified personnel, forming and promoting own brand, their self-identity and will contribute to the economic development of the community, the region and the country as a whole. The application of marketing of territories and branding by territorial communities of Donetsk region is analyzed. According to the results of the study, it is proposed to use simple and low-budget tools for marketing and branding of territories, as well as to involve all stakeholders of the territory (population, business structures, local governments) who are interested in competitiveness and attractiveness of a certain territorial community. Scientific novelty. The place of marketing of territories in activity of territorial communities in the context of management of social and economic development is defined. Practical significance. The results of the study form a scientific and practical basis for the use of marketing of territories in the activities of territorial communities in modern economic conditions, as well as the creation of an optimal and effective model of territorial community management.
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Oleksyuk, Hanna V., Nazariy M. Popadynets, and Nataliya S. Samotiy. "Managing territorial communities based on territorial marketing: theoretical-methodological aspects." Regional Economy, no. 3(101) (2021): 15–27. http://dx.doi.org/10.36818/1562-0905-2021-3-2.
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After local elections were held in Ukraine in October 2020 based on the new territorial ground of communities and districts, all communities received equal competencies and basic opportunities to generate their capacity and development foundations (namely, the use of single terminology – rural, town, and municipal territorial communities). Nowadays, the authorities of territorial communities should continuously improve the management foundations and methods to create conditions for the dynamic development of the territory, since the competition among the territories is growing. The paper aims to examine and research the available approaches to marketing of territorial communities’ territories and develop recommendations on modeling the management of territorial communities based on territorial marketing as the most efficient way to manage communities to secure their competitiveness and sustainable development. The conditions to improve new approaches in the management of territorial communities, in particular based on the advantages of territorial marketing, strengthen the role of marketing tools in the development of communities, and improve their competitive ability and attractiveness were created in the context of finalization of the process of authorities and finance decentralization in Ukraine, local governance reform, and administrative-territorial reform. On this ground, the need to use the marketing approach to the development of territorial management foundations using the marketing complex (goods, prices, promotion, distribution) and supplementing it with the features of qualitative and quantitative characteristics peculiar to territorial communities in current conditions is emphasized. The conceptual scheme of managing the communities based on territorial marketing using well-known elements of complex management like analysis, planning, organization, motivation, and control is suggested and substantiated.
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Ilyasova, E. "Evolution of the Marketing Approach to Territorial Administration." Auditor 10, no. 11 (January 21, 2025): 50–54. https://doi.org/10.12737/1998-0701-2024-10-11-50-54.
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The article analyzes the historical formation of the marketing approach in territorial administration, both in Russia and abroad. On the basis of various approaches, the essence of territorial marketing is revealed, its features, goals and objectives are characterized, and attention is also focused on the relationship of types of marketing in territorial management. The actual problems of the theory and practice of the marketing approach in the management of territories are considered. The necessity of developing a conceptual system theory and practical developments in the field of territorial marketing is revealed. The article identifies a number of main problems, the solution of which will allow territorial marketing to be carried to a new level and increase its effectiveness.
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BENDAHMANE, Maha. "Marketing territorial et promotion de la ville de Casablanca." International Journal of Financial Accountability, Economics, Management, and Auditing (IJFAEMA) 3, no. 4 (August 28, 2021): 633–44. http://dx.doi.org/10.52502/ijfaema.v3i4.135.
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Cet article sera consacré à l’étude de l’utilité du Marketing territorial, et sa contribution dans la promotion du territoire de Casablanca. La réalisation de notre objectif a imposé la mobilisation d’une étude qualitative qui consiste à analyser des guides d’entretien adressés à l’ensemble des autorités territoriales à l’aide de l’outil « Nvivo ». Par ailleurs, l’analyse de ces guides d’entretien adressés aux différents acteurs du territoire de Casablanca, a montré que certes la création de la marque territoriale « Wecasablanca » est récente et donc les impacts ne peuvent être mesurés dans l’immédiat, mais la démarche est fédératrice, et actuellement avec la pratique du marketing territorial comme étant un outil majeur pour la ville qui est devenue la troisième position des villes les plus attractives pour les investissements en Afrique et dans le Moyen-Orient, la 3eme destination touristique nationale avec le tourisme d’affaires, néanmoins son attractivité nationale et internationale la confronte à plusieurs défis. En effet, le marketing territorial présente un outil parmi d’autres outils qui contribue à la promotion du territoire.
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Meskhi, B., V. Bondarenko, I. Efremenko, T. Romanishina, D. Rudoy, and A. Olshevskaya. "Impact of globalization and digitalization on the efficiency of environmental development of territories." E3S Web of Conferences 217 (2020): 06012. http://dx.doi.org/10.1051/e3sconf/202021706012.
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Territory marketing is a popular area in terms of developing directions for territorial development and practical steps for the implementation of this activity. The interest in this area has been updated due to the development of globalization and increased competition of territories with each other. However, in the scientific literature there are many similar concepts related to territorial marketing, territorial marketing and regional marketing, which requires understanding and understanding of their essential characteristics and relationships. Along with this, it is of objective interest to characterize the main approaches to territory marketing due to their high demand for Russian reality.
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Camarena, Margarita, and Andrés Valdez. "Definiciones, desafíos y métodos del marketing territorial." Mercados y Negocios, no. 6 (February 3, 2002): 32–42. http://dx.doi.org/10.32870/myn.v0i6.4943.
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Abordar con cierta profundidad los conocimientos que proporciona el marketing territorial, requiere tratar las definiciones, desafíos territoriales y método de marketing territorial estratégico. Para ello, intentamos mostrar que el marketing territorial promueve comportamientos “racionales” tales que hace posible la maximización de utilidades, quizá especialmente cuando se presenta con un acto de intereses. Debido a que en la actualidad alrededor del marketing territorial giran nuevas interrogantes que gravitan acerca de la validez y efectividad e las técnicas de persuasión de los ciudadanos para alcanzar los objetivos de poder por parte de determinadas formaciones políticas, aquí se pone de relieve su carácter de conocimiento aplicado a tareas prácticas, su orientación que persigue la obtención de utilidades, aun cuando incluyan principalmente las utilidades de carácter social y por ello, as que analizar la realidad se le observa para modificarla.
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Kyfyak, Vasyl, and Oleksandr Kyfyak. "REGIONAL MARKETING CYCLE AND TERRITORIAL MARKETING TOOLS." BULLETIN OF CHERNIVTSI INSTITUTE OF TRADE AND ECONOMICS ІV, no. 92 (December 26, 2023): 96–106. http://dx.doi.org/10.34025/2310-8185-2023-4.92.07.
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In the modern conditions of the development of the regional economy, there is a need to create a system of multi-level marketing-oriented management of the development of the region, which determines the relevance of the study of the regional marketing cycle and the establishment of territorial marketing tools. Determining the stages of the regional marketing cycle, where each subsequent process is based on the previous one, and solving the problem of correct positioning and promotion of the region on the interregional market is the most important factor in ensuring its sustainable development. The purpose of the study is to determine the stages of the regional marketing cycle, their sequence, and establish the tools of territorial marketing. The theoretical and methodological basis of writing the article was the work of domestic and foreign scientists, the study of foreign experience, scientific methods of analysis and synthesis, observation and comparison. In the article, based on the study of foreign experience, observation and comparison of the work of regional marketing institutions in Suceava County (Romania) and marketing structures of the Chernivtsi Region, the main stages of the regional marketing cycle and their sequence are established. Analysis of the activities of regional marketing services contributed to the identification of separate tools of territorial marketing, which include the formation of the region's brand, advertising and communications, exhibition activities, and others. The determination of the stages of the regional marketing cycle and the tools of territorial marketing is a product of practical activity formed by summarizing foreign and domestic experience and using scientific methods, based on specific examples. The sequence of actions of the regional marketing cycle and the definition of territorial marketing tools will contribute to the improvement of activities for the promotion and positioning of the region, goods and services, to increase the efficiency of the relevant services that ensure the vitality of the region and affect the quality of life of the population.
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Sokolov, Yaroslav A. "Mechanisms for Implementing Territorial Marketing for Strategic Development of Regions." Теория и практика общественного развития, no. 2 (February 28, 2024): 93–99. http://dx.doi.org/10.24158/tipor.2024.2.12.
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The article discusses the mechanisms for implementing territorial marketing for the strategic development of regions. The relevance of this topic is due to the spatial imbalance in the economic situation of urban and more developed territories, while rural areas are in decline, which allows talking about the need to implement territo-rial marketing for a particular region. It is emphasized that as part of the economy globalization and increased competition between territories for resources, tourist flows, entrepreneurial initiatives, the principle “think global-ly – act locally” is the most effective. It is revealed that territorial marketing, aimed at the strategic development of the region, includes integrated resource management, promotion of economic development of the region, ensuring social well-being and stakeholder satisfaction, determination of business attraction strategies, and interaction with the local population. Both foreign and Russian experience of territorial marketing in the sphere of strategic development of regions is analyzed. The mechanisms of its realization are presented: regional marketing management, formation of an effective system of sales market, demand and supply, creation of a positive image and brand development. Conclusion dwells upon the fact that the mechanisms of territorial marketing, taking into account the interests of all parties, comprehensively affect the development of the re-gion.
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Purhani, Safar Hasan, Sevda Binyat Mamedova, Dilrabo Mukumova, and Nilufar Esanmurodova. "Digital marketing in mountain tourism: Challenges of the new time and development priorities." BIO Web of Conferences 151 (2025): 04019. https://doi.org/10.1051/bioconf/202515104019.
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The tourism industry is increasingly playing a special role in the economy of countries, regions, cities and individual locations. It not only becomes a source of replenishment of territorial budgets directly, but also contributes to the development of small and medium-sized businesses, contributes to the creation of new jobs, influences the technological and digital transformation of territories. Modern conditions impose their own restrictions on the development of the industry and, at the same time, open up new opportunities for domestic tourism in Russia. The purpose of the study was to identify structural changes and trends in the development of the tourism industry in connection with demographic, socio-economic, epidemiological and foreign policy transformations. The author of the article updated the role of territorial marketing and presented proposals for its transformation taking into account the challenges of the new time. The main research methods are content analysis, evaluation of statistical information, spatio-temporal analysis. Based on an in-depth study of trends, new marketing tasks for territorial authorities and tourism market participants in the creation and promotion of destinations are substantiated. The territorial marketing tools proposed by the author, aimed at attracting tourists and developing the tourism industry as part of the territorial economy as a whole, take into account modern trends in the development of commercial marketing and are adapted to the conditions and capabilities of individual destinations. The issues of transformation of territorial labor and service markets in the context of the development of the tourism industry are covered. The key conclusion is the need to revise the conceptual approaches of locations to the issues of building territorial marketing and implementing marketing strategies. The author proposes measures, the implementation of which will make the socio-economic development of territories more sustainable and effective in a rapidly changing world.
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Purhani, Safar Hasan, Sevda Binyat Mamedova, Shoira Mamatkulova, and Gulnoza Shodieva. "Digital marketing in mountain tourism: Challenges of the new time and development priorities." BIO Web of Conferences 151 (2025): 03002. https://doi.org/10.1051/bioconf/202515103002.
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The tourism industry is increasingly playing a special role in the economy of countries, regions, cities and individual locations. It not only becomes a source of replenishment of territorial budgets directly, but also contributes to the development of small and medium-sized businesses, contributes to the creation of new jobs, influences the technological and digital transformation of territories. Modern conditions impose their own restrictions on the development of the industry and, at the same time, open up new opportunities for domestic tourism in Russia. The purpose of the study was to identify structural changes and trends in the development of the tourism industry in connection with demographic, socio-economic, epidemiological and foreign policy transformations. The author of the article updated the role of territorial marketing and presented proposals for its transformation taking into account the challenges of the new time. The main research methods are content analysis, evaluation of statistical information, spatio-temporal analysis. Based on an in-depth study of trends, new marketing tasks for territorial authorities and tourism market participants in the creation and promotion of destinations are substantiated. The territorial marketing tools proposed by the author, aimed at attracting tourists and developing the tourism industry as part of territorial economies as a whole, take into account modern trends in the development of commercial marketing and are adapted to the conditions and capabilities of individual destinations. The issues of transformation of territorial labor and service markets in the context of the development of the tourism industry are covered. The key conclusion is the need to revise the conceptual approaches of locations to the issues of building territorial marketing and implementing marketing strategies. The author proposes measures, the implementation of which will make the socio-economic development of territories more sustainable and effective in a rapidly changing world.
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Лавров, Александр, Aleksandr Lavrov, Лада Поликарпова, and Lada Polikarpova. "TERRITORIAL MARKETING AS BASIS FOR MULTILEVEL MANAGEMENT SYSTEM OF TERRITORIAL DEVELOPMENT." Bulletin of Kemerovo State University. Series: Political, Sociological and Economic sciences 2016, no. 2 (November 25, 2016): 66–72. http://dx.doi.org/10.21603/2500-3372-2016-2-66-72.
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This article features results of research of specific properties and new possibilities of using marketing areas. For this purposes we analysed the main differences between traditional marketing and area marketing. We point out their most significant differences in the composition and content, evaluate competitive positions, purposes, methods, organizational support, place and role in the control system. The analysis disclosed the two-sided nature of the concept of "territory" in the marketplace as a special "commodity" with multiuseful value and as "major company" that produces a certain set of goods and services. On this basis, we formed some approaches to the identification and grouping of the competitive position of the territories. There are three groups: territorial competitive position, the industry's competitive position, territorial and industry competitive position. The article identifies the main purpose of marketing areas, aimed at creating an enabling environment for the implementation of investment proposals, providing the best growth prospects. It shows the place and the role of marketing territories as a key element in the development of control systems in market conditions. There are five stages of formation and development of marketing territories. Accordingly, there are five areas of development management models in market conditions. On this basis, we prove the possibility and the necessity of forming a multi-level development of the control systems in areas across the country as a whole. Each level of control in such system takes a proactive approach and learns new methods of presenting the territory for investors. It generates investment proposals and investment fields, negotiates and coordinates with other levels of management of their investment interests and goals to enable the development through "vectors as corridors" investment development. It implements a set of investment marketing mix. New processes to market-oriented multi-level governance model are described, such as: - management of competitive positions of the territory; - process of interaction with investors; - process of harmonization and lobbying interests of the territory; - process of self-development marketing territories.
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Камалова, Т. А., and Х. М. Сидова. "The role of marketing in the development of the regional economy." Экономика и предпринимательство, no. 3(128) (May 13, 2021): 410–13. http://dx.doi.org/10.34925/eip.2021.128.3.078.
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В статье проведен анализ использования концепции маркетинга в управлении территориями. Выявлено, что применение территориального маркетинга обусловлено конкуренцией между регионами за денежные поступления, миграцией населения и трудовых ресурсов на территории с более высоким качеством жизни. Показано, что маркетинг выступает инструментом экономического развития территорий, которые стараются привлечь к себе внимание. Обоснована необходимость внедрения в систему управления территориями маркетинговых подходов для обеспечения высокого качества жизни и конкурентоспособности территорий. The article analyzes the use of the marketing concept in territorial management. It was revealed that the use of territorial marketing is due to the competition between regions for cash receipts, migration of the population and labor resources in the territory with a higher quality of life. It is shown that marketing acts as a tool for the economic development of territories that are trying to attract attention. The necessity of introducing marketing approaches into the territorial management system to ensure a high quality of life and competitiveness of the territories has been substantiated.
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Azaryan, E. M., D. E. Voziyanov, A. N. Beketov, and V. A. Kaderova. "The Origin of Territory Marketing." Vestnik of the Plekhanov Russian University of Economics 20, no. 1 (February 7, 2023): 200–210. http://dx.doi.org/10.21686/2413-2829-2023-1-200-210.
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Today’s world is subjected to fast and deep changes, which is caused both by global transformations, their local specific features and profiles and wide proliferation of digitalization affecting all spheres of life for individuals, society and whole territories. Nowadays territories themselves need marketing so that entities of management could attain goals of different level. The goal of the article is to substantiate conceptual approach to territory marketing as a factor of social and economic city development in conditions of economy digitalization. The research used such general academic methods as analysis and synthesis, induction and deduction; specific methods – from abstract to concrete; systematization and generalization; economic-logical analysis; modeling. The proposed conceptual approach of territory marketing within the frames of social and economic development of territorial structures does not contradict to current views on theory and practice of managing social and economic development of territories but acts as their logical extension. Its implementation could provide continuous improvement of managerial processes in view of new comprehension of territory essence as a self-organizing system and as a summarizing, exhaustive resource identified on the basis of finding new signs of territorial product in the marketing-mix complex.
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Bikmetov, Evgeniy, Marina Bogatyreva, Elena Kuznetsova, Igor Ruvenny, and Sergey Golikov. "Green marketing and territorial branding as a regional identity economy element." BIO Web of Conferences 130 (2024): 08010. http://dx.doi.org/10.1051/bioconf/202413008010.
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The aim of the study is to substantiate the idea of developing the identity economy of the socio-economic territorial system on the basis of adapting the classical marketing concept “4P” to territorial marketing taking into account the principles of green marketing. The study is based on the following methodological approaches: institutional and behavioral approaches to the identity economy, the integrated approach and the principle of complementarity, which involves the analysis of the organizational structure of the object, accounting for internal and external interactions, the practice-oriented approach, which involves solving the problems of improving the investment attractiveness, image of territories, the formation of their identity as socio-ecological economic systems. The authors propose to consider territorial marketing as a strategic tool for managing socio-economic and environmental components of the territorial system. Territory identity economy acts as a relationship of market agents who identify their needs and interests with the consumer properties of the given territory. The stages of territorial green marketing strategy are developed. An important direction of marketing activity is branding, which includes the development of communication strategy for forming the image of the territory. The authors substantiate the algorithm of territorial brand formation, which consists of four stages: socio-economic analysis of the territory, development of the brand concept, visual representation of the brand, creation of the brand management structure.
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Melnyk, Alla. "Marketing technologies in the public administrationof the territorial community: problems of implementation." Herald of Economics, no. 3 (November 22, 2024): 24–44. https://doi.org/10.35774/visnyk2024.03.024.
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Introduction. Increasing the autonomy of the territorial communities activities as subjects of economic relations in making management decisions, which was a consequence of decentralization, the need to ensure their self-sufficiency, new approaches to understanding the territorial community as a kind of corporation, as a local “quasi-market”, as a society, actualization of the problem of increasing efficiency the economic potential of communities determine the need for new approaches to solving the problems of their development, the search for new technologies in the public administration system. Territorial marketing is among the newest technologies that are becoming more widespread in the work of territorial communities and their local self-government bodies. Its importance is recognized by foreign and domestic scientists, although the applied aspects of its use are not sufficiently developed at the methodological and methodical level and have not been widely used in the territorial communities of Ukraine. This actualizes the choice of the research topic in the scientific work offered to the reader. Purpose. The purpose of the article is the development of theoretical provisions regarding the meaningful characteristics of marketing technologies in the system of territorial marketing, the identification of the level of their application in the domestic practice of public management of territorial communities, and the development of approaches to their further implementation in the period of transformational changes. Methods. To achieve the goal, the research used general and special methods: induction and deduction, analysis and synthesis – to form a conceptual vision of the place of marketing technologies in the system of territorial marketing, structural analysis and systematization – to determine the main elements of territorial marketing, comparative analysis – to compare foreign and the domestic practice of using marketing technologies in the management of the development of municipal entities of the basic level, generalization, reasoning – to identify institutional prerequisites and directions for the further implementation of marketing technologies in the public management of communities. Results. Based on the use of an interdisciplinary approach, in particular, a combination of marketing science, regional economy and public administration, a systematic approach to revealing the essence of territorial marketing was formed by supplementing the existing interpretation with the concept of “marketing technologies”. The author’s definition of marketing technologies is proposed, which means the methods, techniques, tools that must be applied when using the marketing approach by subjects of public management of the development of territories to achieve the goals of the territorial community. The functional load of such marketing technologies asmarketing research, socio-economic monitoring, resource analysis, comprehensive analysis of municipal projects, marketing technologies in municipal pricing, marketing technologies in evaluating and increasing the investment attractiveness of the territory, local branding has been specified. The applied aspects of the use of marketing technologies in the public management of territorial communities in Ukraine were considered, the shortcomings and obstacles to their full implementation were identified, and the directions for further implementation were determined. Discussion. Research on the use of marketing technologies to diversify activities in the housing market, the use of marketing infrastructure to increase the competitiveness of small businesses, and the use of marketing tools to ensure public relations are promising from the point of view of the development of the scientific foundations of territorial marketing.
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Voskresenskaya, Olga V. "MARKETING OF TERRITORIES AS A FACTOR OF SOCIOECONOMIC DEVELOPMENT, INCREASING INVESTMENT ACTIVITY AND FORMING A FAVORABLE IMAGE OF THE TERRITORY." EKONOMIKA I UPRAVLENIE: PROBLEMY, RESHENIYA 11/4, no. 152 (2024): 52–58. https://doi.org/10.36871/ek.up.p.r.2024.11.04.007.
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Taking into account changing factors and conditions, high level of competitiveness, emergence of new forms of digitalization, information platforms, development of measures to improve the socio-economic level creates an effective basis for investment attractiveness, favorable image of the territory. In turn, the image of the territory acts as a set of positive characteristics that serve as a concept for the formation of a sustainable economy of a particular territorial object, as well as attracting investments, tourist flow, consumers, population, business projects. This set of actions is largely determined by the marketing policy of the subjects of the region (administration). The relevance of the topic of scientific research on the marketing management of territories is due to the following factors: the more progressive the marketing policy, the higher the level of the subject of the territory; the competitive advantage and an integral condition for the life of any company, regions, countries are their business image, brand; taking into account the development of the digital economy and information tools, there is a need for high-quality administration and regulation of territories. The primary basis for forming the image of the territory is the characteristics of the regions, their resource potential, production activities, opportunities. The objective of the scientific research is the current assessment of territorial marketing in the Russian Federation, the influence of socio-economic development factors, increased investment activity and formation of a favorable image of the territory on the marketing policy of the state and companies. The objectives of the scientific work include: consideration of the concepts and main characteristics and features of territorial marketing, socio-economic development, investment activity, favorable image of the territory; study of the current level of territorial marketing; assessment of problems arising in the development process; determination of the vector of territorial development of marketing activities. The methods of scientific research are the analytical method, forecasting, statistical data method, generalization method. As a result of the scientific research, it was concluded that territorial marketing is the most important factor in socio-economic development, increased investment activity and formation of a favorable image of the territory, therefore the state needs to focus more attention on managing marketing activities.
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Hassib, Rehailia, and Saadi Ibtissem. "Territorial marketing: A tool for developing the attractiveness of territories." A/Z : ITU journal of Faculty of Architecture 15, no. 3 (2018): 61–69. http://dx.doi.org/10.5505/itujfa.2018.14622.
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Камалова, Т. А., and Д. А. Абдуллаева. "Territorial marketing as a tool for managing strategic development." Экономика и предпринимательство, no. 3(116) (May 15, 2020): 698–700. http://dx.doi.org/10.34925/eip.2020.116.3.144.
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В статье исследован территориальный маркетинг как инструмент управления стратегическим развитием. Предметом исследования является рассмотрение вопросов использования инструментов территориального маркетинга в целях повышения конкурентоспособности территорий. Выполнен анализ существующих подходов к определению категории «региональный маркетинг», на основе которого обосновано авторское определение исследуемой категории. Автором анализируется опыт стратегического планирования в регионах Российской Федерации и зарубежных странах, сформулированы выводы о системном характере использования принципов территориального маркетинга в программных документах развития зарубежных территорий и фрагментарный в практике стратегического планирования территориального развития российских регионов. The article explores territorial marketing as a tool for managing strategic development. The subject of the study is the consideration of the use of tools of territorial marketing in order to increase the competitiveness of territories. The analysis of the existing approaches to the definition of the category “regional marketing” is carried out, on the basis of which the author’s definition of the studied category is justified. The author analyzes the experience of strategic planning in the regions of the Russian Federation and foreign countries, draws conclusions about the systemic nature of the use of the principles of territorial marketing in program documents for the development of foreign territories and is fragmented in the practice of strategic planning for the territorial development of Russian regions.
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Bliumska-Danko, Kseniia, and Nataliia Kolodnenko. "INTERCONNECTIONS BETWEEN TERRITORIAL MARKETING AND THE BRAND OF UNITED TERRITORIAL COMMUNITIES." Ukrainian Journal of Applied Economics 4, no. 3 (August 30, 2019): 415–21. http://dx.doi.org/10.36887/2415-8453-2019-3-46.
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Introduction. The rapid implementation of administrative-territorial reform in Ukraine requires the search for new effective tools to increase the economic and social efficiency of united territorial communities. Given that the main factor in the successful economic activity of a legal entity is an effective marketing policy, we hypothesized that the formation of the economic system of UTC should take place on the basis of marketing with brand development in this area. In such circumstances, there is a need to define the nature and relationship between the marketing of the territory and the territorial brand. Goal. The purpose of this article is to determine the systemic relationships that take place in the brand formation of a united territorial community on the basis of and using the tools of innovative territorial marketing. Method. The following methods were used during the research: abstract-logical, monographic, generalization, system analysis and synthesis. Results. Theoretical bases of territorial marketing development in the united territorial communities are improved and forms of their realization are defined. It is proved that territorial marketing is a full-fledged system of actions of public authorities and local governments, interested individuals and legal entities to identify and promote unique and demanded in the external environment advantages of a region, which allows to create attractiveness and prestige of this territory and its resources. The methodological basis of interdependent relations in building a brand of a separate territory on the basis of marketing is formed. The strategic directions of activity of local self-government bodies at development of a competitive brand are substantiated. Brand filling matrices with key influencing factors are constructed. Keywords: united territorial community, territorial marketing, territory brand, tourism.
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ЯКУШЕВСЬКА, Оксана. "ЗАЛУЧЕННЯ ІНВЕСТОРІВ У ТЕРИТОРІАЛЬНОМУ МАРКЕТИНГУ." Herald of Khmelnytskyi National University. Economic sciences 324, no. 6 (October 7, 2024): 251–55. http://dx.doi.org/10.31891/2307-5740-2023-324-6-42.
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In the conditions of economic instability caused by the spread of the COVID-19 pandemic and military actions by the russian federation on our territory, local government authorities feel the impact of the "belt-tightening" strategy implemented by the central government. Faced with their own financial difficulties, the center reduces transfers, which were previously the main source of funds for supporting infrastructure and overall urban development. Therefore, territorial bodies aspiring to development must actively work on creating a positive image of their territory to diversify sources of capital and attract new investors. In this context, territorial marketing to attract investors is promotion (advertising). In turn, promotion is the fourth element of the implementation of territorial marketing, but it requires utilizing the entire marketing mix (the "4P" concept). When considering the first element of the implementation of territorial marketing, it is worth mentioning that many regions of our country can offer themselves to investors through so-called territories with preferential investment regimes. Thus, the task of forming the "territory for the investor" product will include two main components: the territory as a whole and territories with special regimes. To conduct pricing effectively, it is necessary to have a good understanding of investment projects and possess up-to-date information about the market. "Place" - location or placement - is the most complex and difficult concept in territorial marketing. While the placement of the territory cannot be controlled, the flow of resources passing through this territory, forming growth points, can be managed. Certainly, in business, promotion and advertising activities are more technologically advanced than in the public sector, but this is quite natural. There will be no significant differences because attracting a professional from the advertising market for government or local self-government is easier than a marketer working with the strategic block. However, if private practices and techniques are quite successful, more conceptual issues of promotion significantly lag behind. As in business, in territorial product management, it is advisable to use all available means, even if it is a small budget for advertising and a few exhibitions per year. However, marketing of territorial products, especially in attracting investors, is a complex task that is effectively solved comprehensively and sequentially, guided by the marketing mix.
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Proulx, Marc-Urbain, and Dominic Tremblay. "Marketing territorial et positionnement mondial." Géographie, économie, société 8, no. 2 (June 19, 2006): 239–56. http://dx.doi.org/10.3166/ges.8.193-211.
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Proulx, Marc-Urbain, and Dominic Tremblay. "Marketing territorial et positionnement mondial." Géographie, économie, société 8, no. 2 (June 19, 2006): 239–56. http://dx.doi.org/10.3166/ges.8.239-256.
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Kondrashova, Olga N., and Victoria S. Bober. "DIGITAL ECONOMY AND TERRITORIAL MARKETING." Economy, labor, management in agriculture, no. 3 (2021): 110–15. http://dx.doi.org/10.33938/213-110.
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Lukyanova, Natalia, and Aleksandr Stremousov. "Development of a territorial tourism product using a marketing and analytical approach." E3S Web of Conferences 208 (2020): 08026. http://dx.doi.org/10.1051/e3sconf/202020808026.
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The article describes the author’s method of forming the concept of a territorial tourist product within the framework of a marketing and analytical approach. The methodology is based on marketing research, the use of statistical analysis to objectively substantiate the proposed investment decisions in the field of tourism infrastructure and the management of strategic development of the territories, as well as on the construction of a marketing multi-attribute model of a territorial tourism product. The proposed methodology is implemented in the municipal unit of the Kaliningrad region within the framework of the investment “Strategy for the socio-economic development of “Ladushkinsky urban district” municipal unit for 2020-2030”. The article presents the results of marketing and analytical research, on the basis of which the concept of the territorial tourist product of the Ladushkinsky urban district was developed, which implements its portfolio of the investment projects, as well as its marketing complex according to the “4P” model.
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Chamard, Camille, and Lee Schlenker. "La place du marketing territorial dans le processus de transformation territoriale." Gestion et management public 6/1, no. 3 (2017): 41. http://dx.doi.org/10.3917/gmp.061.0041.
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Sushchenko, Olena, Nadiya Dekhtyar, and Iryna Chernysh. "The Use of Strategic Marketing Tools for Territories to Develop the Domestic Tourism Resource Potential." ЕКОНОМІКА І РЕГІОН Науковий вісник, no. 4(79) (December 28, 2020): 28–34. http://dx.doi.org/10.26906/eir.2020.4(79).2163.
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The aim of the article is to research of the features and to develop a set of recommendations for the use of strategic marketing tools for territories to develop the resource potential in Ukraine. The use of tourism resource potential is played an important role in the domestic tourism development. It is shown that the domestic tourism resource potential development is determined by the tourist product, the tourist infrastructure, the territory promotion, and the destination brand. The use of strategic marketing innovative tools and marketing support is grounded. The components of strategic marketing of territories are determined. The use of "portfolio" strategy in territorial marketing is proposed. The general tools of territorial marketing are given. It is substantiated that the Kharkiv region has a significant resource potential for the domestic tourism development. To form a positive image of Kharkiv as a tourist destination the implementation of an image marketing strategy is proposed. The competitive advantages of Kharkiv as an attractive tourist destination, a perspective center of exhibition and congress activities are determined.
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Bilyk, Ruslana S., and Mykola M. Kitsak. "Modern marketing tools for the management of territorial communities." Regional Economy, no. 4(110) (2023): 5–12. http://dx.doi.org/10.36818/1562-0905-2023-4-1.
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The territorial marketing toolkit includes a variety of methods and actions aimed at analyzing the marketing opportunities of the region, as well as strategic planning and implementing measures for effective positioning of the territory. It also includes identifying and meeting the needs of the community’s key customers, carefully organized and targeted within a comprehensive marketing plan. The article aims to identify the marketing tools for the management of territorial communities to ensure competitiveness and promote sustainable development of the territory. The article presents theoretical approaches to the application of marketing mechanisms at the territorial level and describes in detail the components that make up the marketing strategy of communities. The author examines the peculiarities of the use of marketing tools, including the 4P model – product, price, place, and promotion in the territory supplemented by two Ps – policy and public, which are becoming important in the development and management of communities through a marketing approach due to the growth of democratization. Particular attention is paid to the segmentation of target consumers and market research to identify the needs of target audiences in the context of public services. The author emphasizes the need to consider the territorial community as a complex system with multiple components, which can be analyzed from three aspects: administrative-territorial division, consumer needs, and sectoral analysis. The use of various approaches to structuring marketing elements helps to strengthen competitive positions and attract interest in the territories. The article proves that territorial marketing covers a set of actions and skills aimed at effectively presenting the characteristics of the territory to potential stakeholders, including both quantitative and qualitative attributes, meeting the needs of various target audiences. Defining the unique identity of the territory and its advantages, as well as identifying weaknesses to further address them is an important step. The final stage involves positioning the territory and highlighting its distinctive features in comparison with competitors to attract investment and resources.
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Echattabi, Hicham. "L' offre territoriale, un levier d’attractivité des investissements : vers une revue systématique de la littérature." Revue Organisations & territoires 33, no. 3 (January 31, 2025): 235–54. https://doi.org/10.1522/revueot.v33n3.1875.
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L’attractivité d’investissements demeure une préoccupation majeure pour les décideurs et les acteurs économiques, car elle influence les dimensions économiques, sociales et environnementales d’un territoire. L’offre territoriale constitue le pilier fondamental de cette attractivité. Cependant, dans un contexte marqué par l’apparition de nouveaux enjeux territoriaux, l’offre territoriale doit être repensée. La question de savoir comment tous les acteurs territoriaux peuvent collaborer pour coconstruire une offre territoriale diversifiée et intégrée reste un enjeu complexe et peu exploré. Cette recherche vise à combler cette lacune en proposant un recadrage théorique et un modèle conceptuel pour mieux comprendre les mécanismes de cocréation de l’offre territoriale et son impact sur l’attractivité d’investissements. En s’appuyant sur une revue de littérature systématique, cette étude apporte une clarification du concept et fait avancer la discussion autour de cette composante fondamentale du marketing territorial. Elle fournit aussi des orientations sur les principales variables de l’offre territoriale.
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Kataeva, Natalia, Darya Starkova, Alexey Sysolyatin, and Vitaly Lukinov. "Financial problems of territorial marketing as an instrument of strategic spatial development." E3S Web of Conferences 110 (2019): 02152. http://dx.doi.org/10.1051/e3sconf/201911002152.
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This article analyzes the aspects of territorial marketing and their influence on the spatial development of the territory, as well as the financial components of this problem. Having applied economic-mathematical and statistical methods, the authors have analyzed the socio-economic indicators and investment potential of Kirov region. They have come to the conclusion that the financing of spatial development of the territory’s investment potential is performed mainly using the federal and regional budget funds within the framework of the approved Development Strategy of Territories, considering the available resources and the degree of customer satisfaction by the territorial product. Using the methods of abstractly logical judgments and expert assessments, a step-by-step process of strategic positioning of the territory was developed with the indication of specific methods for each stage, based on the existing resource basis and prospects of its development by attracting additional funds. Attraction of additional investments in spatial territorial development by means of tools of territorial marketing is possible due to the improvement of social and economic potential of the Kirov region, increase of satisfaction of target groups by territorial product, and also the development and implementation the strategy of territorial positioning, taking into account its strengths and weaknesses.
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Shabanova, Madina M., Sakina A. Aydaeva, and Enara B. Atueva. "THE DIRECTIONS FOR THE TERRITORIAL MARKETING DEVELOPMENT IN THE REGIONAL MANAGEMENT SYSTEM OF THE REPUBLIC OF DAGESTAN." Scientific Review. Series 1. Economics and Law, no. 2 (2021): 15–24. http://dx.doi.org/10.26653/2076-4650-2021-2-02.
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The authors consider the strategy of territorial marketing as a mechanism for increasing the competitiveness of the region and its investment activity. Within the framework of this approach, based on the SWOT analysis of the republic's existing potential, the competitive advantages’ factors are identified and the territorial marketing development in the region is evaluated. The authors conducted the analysis of the best practices of territorial marketing in the regions of Russia, which showed that all of them have specialized structures for the territorial marketing development. To solve the existing problems in this area, a model of the territorial marketing management system in the Republic of Dagestan is proposed and a list of measures for the implementation of regional marketing strategies is defined for each of the program’s strategic directions. Within the framework of this model, it is proposed to create specialized marketing institutes for the development of marketing activities in the republic. For each strategic direction of territorial marketing development in the region: image marketing, attraction marketing, infrastructure marketing and population marketing, a set of measures is proposed that form a systematic integrated approach. To increase the effectiveness of the implementation process of strategic marketing directions in the republic, it is proposed to provide them with information support based on the use of crowdsourcing.
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Krasnorutskyy, Oleksiy, Tetiana Marenych, Valerii Marchenko, and Nataliia Pomohalova. "Transformation of marketing of agricultural enterprises in wartime conditions." Ukrainian Journal of Applied Economics and Technology 8, no. 3 (August 30, 2023): 10–17. http://dx.doi.org/10.36887/2415-8453-2023-3-1.
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The growing need to ensure balanced and harmonious development of both entrepreneurship and territorial complexes, considering practical and strategic aspects of sustainable development, proves the relevance of the chosen topic. This approach involves aligning the interests of various parties, such as entrepreneurs, local authorities, public organizations, and other stakeholders, to promote sustainable progress and improve the quality of life in the territory. This study aims to create an effective interaction between entrepreneurial activity and the development of regions, which will contribute to sustainable economic, social, and environmental development. The possibilities of sustainable, mutually coordinated development of entrepreneurship and territorial complexes were studied. The processes of power decentralization in Ukraine are characterized. The significance of cooperation between representatives of entrepreneurship, authorities, local self-government, and the public has been proven. The reasons and consequences of such collaboration are systematized. The social responsibility of business, inclusiveness, sustainability, and economic security of the development of entrepreneurship and territorial complexes are substantiated. Varieties of partnership relations within the mutually coordinated development of entrepreneurship and territorial complexes are characterized. The importance of partnership relations between various parties for effective joint problem-solving, ensuring development sustainability, and optimizing resource use has been proven. The interaction of businesses, authorities, and the public stimulates inclusive development, involving all population segments in decision-making processes and project implementation. Modern challenges and crises associated with the unprovoked invasion of Russia require even greater coordination and cooperation of representatives of the business sphere with local authorities and self-government bodies to ensure stability and adaptation to new conditions. Inclusive development of entrepreneurship and territorial complexes is a prerequisite for achieving sustainable development of territories and improving the population's quality of life. Joint interaction, considering the interests of various parties, and developing partnership relations are essential tools for effectively solving modern challenges and ensuring sustainable development. Keywords: entrepreneurship, territorial complexes, territorial communities, sustainable development, decentralization, corporate social responsibility, economic security, inclusivity, innovation and investment opportunities.
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Rohozian, Yu S. "USE OF LUHANSK AND DONETSK REGIONS POSITIONING TOOLS THROUGH AMALGAMATED TERRITORIAL COMMUNITIES DEVELOPMENT PRISM." Visnyk of Donetsk National University of Economics and Trade named after Mykhailo Tugan-Baranovsky, no. 1 (72) 2020 (2020): 40–48. http://dx.doi.org/10.33274/2079-4819-2020-72-1-40-48.
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Objective. The objective of the article is to research the current provisions of the development strategies of the amalgamated territorial communities in the context of using the positioning tools of Luhansk and Donetsk regions in order to form a positive image of the territories and increase their competitiveness. Methods. To achieve the objective an abstract logical method is used (when substantiating the use of a marketing approach for the development of local territories); the method of structural and logical analysis (when determining the prerequisites for positioning the communities of the Luhansk and Donetsk regions) and the method of logical generalization (when revealing the value of the positioning process for the amalgamated territorial communities of the Luhansk and Donetsk regions) are applied. Results. The use of a marketing approach to the development of local territories is justified, the use of a territorial-sectoral concept as a classic for positioning the administrative-territorial units of Ukraine is noted. The provisions of the development strategies of the amalgamated territorial communities of Ukraine in the context of using positioning tools are investigated, and regional results have been clustered. Using the mapping method, the presence of deep asymmetries in the process of positioning the amalgamated territorial communities of Ukraine is proved, and the presence of only two marketing tools in their strategic documents (SWOT-analysis and assessment of the competitiveness of the territory) is ascertained. The main prerequisites for positioning the amalgamated territorial communities of Luhansk and Donetsk regions, which have difficult conditions for the formation of a positive image of their territories in connection with the continuation of hostilities in the east of the country, are identified and analysed. It is argued that the issues of increasing the image of the communities of Luhansk and Donetsk regions require attention to the unique available characteristics of the area, which makes us think about the modern redistribution of resources in favour of high-tech industries, the development of small and medium-sized businesses, and tourism.
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Knapik, Anna. "Territorial marketing – thoughts and acts of local authorities." Equilibrium 3, no. 2 (December 31, 2009): 167–77. http://dx.doi.org/10.12775/equil.2009.029.
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Territorial marketing is a marketing orientation created on the basis of other trade kinds of marketing, i.e. industrial marketing, service marketing and social marketing. The idea of territorial marketing assumes that local authorities direct their activities to specific target groups in order to satisfy their needs and ensure that they are provided with the most comfortable environment to live and run a business. Whilst creating a particular policy, local authorities take into consideration the creation of favorable living and working conditions, especially for inhabitants, investors, and tourists. It becomes more and more common that a territorial unit is perceived as a “company”, which has to be managed properly and requires right communication with its stakeholders and good relations with the media. On the basis of the analyses presented in the paper, it is assumed that territorial marketing, although it’s a relatively new marketing trend, is going to grow in importance as it enables territorial units to work and develop efficiently.
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Malanchuk, L., and C. Sinyutych. "MARKETING APPROACH IN TERRITORIAL DEVELOPMENT MANAGEMENT." Investytsiyi: praktyka ta dosvid, no. 20 (October 30, 2021): 121. http://dx.doi.org/10.32702/2306-6814.2021.20.121.
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Dubova, Yuliya I., Evgenii V. Frank, and Liliya V. Ermolina. "TERRITORIAL MARKETING: RESTRICTIONSON APPLICATION IN RUSSIA." Вестник Пермского университета. Серия «Экономика» = Perm University Herald. ECONOMY 12, no. 1 (2017): 110–23. http://dx.doi.org/10.17072/1994-9960-2017-1-110-123.
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Pukas, Anetta. "Dynamic capabilities in territorial marketing – the possibilities of concept adaptation." Scientific Papers of Silesian University of Technology. Organization and Management Series 2023, no. 174 (2023): 191–205. http://dx.doi.org/10.29119/1641-3466.2023.174.14.
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Purpose: The purpose of this paper is to develop a conceptual understanding of territorial marketing using the dynamic approach and explore the Dynamic Marketing Capabilities that extend the place's competitive advantage. Design/methodology/approach: This paper has taken a conceptual approach to provide an analytical conceptualisation of Dynamic Marketing Capabilities and to guide future studies in territorial marketing. This article introduces a novel dynamic approach towards Territorial units, adopting a view based on the relationship between the dynamic capabilities view and place marketing. The primary method of the research was a critical analysis of the literature Findings: Although there is already extensive literature on Dynamic Capabilities in strategic organizational management, there is the lack of research on this concept in the Territorial Marketing knowledge field. Which indicates a knowledge gap and research gap. The Dynamic Marketing Capabilities for territory was proposed as the result of the conceptual analysis. Originality/value: The paper identify a gap in the conceptual thinking about implementation Dynamic Capabilities concept in territorial marketing. The analysis of the literature allowed the author to notice that the subjects related to concept of DMC in territory units are still being elaborated, but can be adopted. Keywords: Dynamic Marketing Capabilities, Territorial Marketing, Place Marketing. Category of the paper: Conceptual paper.
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Denisov, Andrey A., and Marina V. Chuvashlova. "METHODOLOGICAL TOOLKIT OF TERRITORIAL MARKETING AS A FACTOR OF SOCIO-ECONOMIC DEVELOPMENT." EKONOMIKA I UPRAVLENIE: PROBLEMY, RESHENIYA 10/5, no. 139 (2023): 87–91. http://dx.doi.org/10.36871/ek.up.p.r.2023.10.05.010.
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The article analyzes the methodological tools of territorial marketing as a factor of socio-economic development. The concept, essence, functions and role of territory marketing in their socio-economic development are considered. The stages of organizing territorial marketing are given, the importance of regular assessment of the effectiveness of implemented marketing programs is noted. The specifics of territory branding within the framework of territorial marketing are revealed.
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Jasnikowski, Adam, Ievgen Neiman, Maksym Dubovenko, and Oleksandr Kaylyuk. "TERRITORY MARKETING: STUDY OF KEY TRENDS IN THE SCIENTIFIC RESEARCH DEVELOPMENT." Vìsnik Sumsʹkogo deržavnogo unìversitetu 2024, no. 2 (2024): 47–54. http://dx.doi.org/10.21272/1817-9215.2024.2-05.
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Territorial marketing is a multifaceted scientific direction that includes elements of branding, use of digital technologies, performance evaluation and consideration of cultural factors. It is an important tool for territories' economic, social, cultural and ecological development. It helps attract investment, support local businesses, improve the quality of life for residents, preserve cultural heritage and promote sustainable development. The purpose of the article is to study the main trends in publishing activity on the subject of territory marketing. The authors have systematised the research areas of territory marketing: the conceptual foundations of territory marketing, territory branding strategies, the use of digital technologies in territory marketing, measuring the effectiveness of marketing campaigns, and the influence of cultural and social factors. With the help of the Scopus tools, the peculiarities of publication activity on territory marketing were investigated. For the period from 1990 to 2023, more than 1,573 publications were analysed. Italy, the USA, France, Spain, Great Britain, Australia, Portugal, India, and Canada are among the leading countries in publishing activity. Key subject areas include Social Sciences, Business, Management and Accounting, Economics, Econometrics and Finance, Environmental Science, Engineering, and Medicine. The most significant publications are affiliated with the Polytechnic Institute of Cávado and Ave, Portugal, the University of Guam, Guam Island, and Charles Darwin University, Australia. The authors conclude that socio-economic development and territorial development strategies focus on increasing competitiveness by preserving and using existing, as well as forming and implementing new competitive advantages, which determines the positioning of the territory. Given this, the relevant strategies for developing territories and cities should ensure the convergence of management and economic activities of the subjects of the territorial system, effective management of production infrastructure, and provision of consumer needs. In the face of global environmental challenges, marketing territories can contribute to promoting environmentally friendly technologies and practices. This helps to attract investments in sustainable projects and increase the population's environmental awareness.
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Bubenko, Pavlo T., and Ganna G. Soboleva. "The Conception of Marketing of Territorial Market Systems." Business Inform 3, no. 542 (2023): 220–25. http://dx.doi.org/10.32983/2222-4459-2023-3-220-225.
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The article is aimed at studying the scientific issues related to the acceleration of economic develop-ment of the spatial economy; determining the degree of influence of innovations on the nature of the territorial organization of economic activity; provision of a theoretical basis for the formation of zones of innovative growth of individual territories (regions). The main goal is to identify the features and contradictions of the current state of the system of territorial organization of marketing activities and to accelerate the pace of socioeconomic development of a particular territory on this basis. The carried out systematization of literature sources on the subject of the study shows that modern economic science pays insufficient attention to the studies on the nature and impact of the marketing component, in its broadest sense, both on the quality of the system of territorial organization itself and on the dy-namics of economic development. This is directly the reason for its unconditional relevance. The issues of spreading the diffusion of the marketing component of spatial development was studied from the viewpoint of presenting and positioning a separate territory (region) as a subject of economic relations, as a multifunctional and multi-aspectual economic system, and not as a place of concentration of means of production and labor strictly. The further development, symbiosis of the theory of regionalistics, in particular the spatial organization of production, with the theory and practice of innovative en-trepreneurship is the substantiation of the feasibility of creating and spreading territorial poles of inno-vative growth. It is proved that effective marketing activity in a particular economic space of activity should be based on the functional properties of the forms of spatial organization of production, on the one hand, and the location of productive forces, on the other. The article reflects the authors’ vision of the modern conception of marketing of territorial market systems in relation to their spatial organiza-tion. The advantages of the network model of organization (clustering) of the territorial (regional) eco-nomic system are revealed. The theory of clustering as one of the modern forms of organization of economic activity in terms of a certain territory has been further developed.
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Shvetsov, A. "Liberalization of State Regional Policy." Voprosy Ekonomiki, no. 7 (July 20, 2006): 73–83. http://dx.doi.org/10.32609/0042-8736-2006-7-73-83.
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The process of reinforcement of centralization as a dominating tendency in territorial regulating development is analyzed. It is demonstrated that the centralized model of regional policy has exhausted all its resources and is becoming an obstacle to territorial development. An alternative concept of regional policy, allowing for new factors of territories’ development - decentralization of resources, competition, and strategic marketing - is suggested.
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Denisov, Andrey A., and Marina V. Chuvashlova. "METHODOLOGY OF MARKETING TERRITORY AS A FACTOR OF SOCIO-ECONOMIC DEVELOPMENT OF THE REGION." EKONOMIKA I UPRAVLENIE: PROBLEMY, RESHENIYA 3/7, no. 144 (2024): 276–81. http://dx.doi.org/10.36871/ek.up.p.r.2024.03.07.033.
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The article analyzes the significance of territorial marketing methodology in the development of socio-economic growth. The authors study the key principles and functions of place marketing, as well as its impact on the development of society and the economy. The process of organizing territorial marketing is described, and the importance of regular analysis of the effectiveness of marketing programs is emphasized. Special attention is paid to territory branding strategies within the framework of territorial marketing
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Буднікевич, Ірина Михайлівна, and Андрій Ярославович Клипач. "ЕВОЛЮЦІЯ МАРКЕТИНГОВИХ ТЕХНОЛОГІЙ В КОНТЕКСТІ МАРКЕТИНГУ ТЕРИТОРІЙ ТА РЕГІОНАЛЬНОГО РОЗВИТКУ." TIME DESCRIPTION OF ECONOMIC REFORMS, no. 3 (October 16, 2024): 77–88. http://dx.doi.org/10.32620/cher.2024.3.09.
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The relevance of the article is determined by the need to determine the essence, features and areas of application of special technologies of marketing territories, understanding the importance of matching a set of marketing technologies to a certain marketing concept and the life cycle of the territory, increasing the requirements for the level of professionalism in choosing investment directions in marketing and areas of application of marketing tools in the processes of social economic development of countries, regions, cities, communities. The purpose of the article is to study the evolution of marketing technologies, to deepen their understanding in the context of marketing territories and the need for their effective application in the processes of socio-economic development of regions. The оbject of the study is the evolution of marketing technologies of marketing territories and directions of their application in the socio-economic development of territories. Research methods include desk research, theoretical generalization, system analysis, synthesis, abstract-logical, visualization of results. The research hypothesis was formed based on the importance of territorial marketing, its traditional and innovative marketing technologies (MarTech) for the formation and implementation of strategies for socio-economic development of territories; confirmation of constant renewal and transformation of marketing technologies under the influence of new trends, new means of communication, new consumer culture, new generations of consumers. Presenting main material. The authors justified the definition of marketing technology in the marketing of territories as a set of methods, processes, marketing tools, knowledge, methods, methods, procedures for making and implementing marketing decisions regarding the definition and creation of new values aimed at the formation, support and development of long-term mutually beneficial partnership relations between local self-government bodies and target audiences. It is emphasized that the use of marketing technologies in territorial and public administration faces problems related to the need for a deeper understanding of the specifics of the use of marketing tools in the public sector and local self-government. The article identifies certain key factors contributing to the effective use of marketing technologies to increase the attractiveness of regions for various target audiences. Originality and practical significance. Special attention is paid to the historical evolution of marketing technologies and their transition from traditional methods to modern digital solutions. It is emphasized that the evolution of marketing technologies reflects the general technological progress of society, allowing specialists to constantly improve the efficiency of their activities and interact more deeply with the target audience. The article collects and systematizes recommendations that can serve as a basis for further strategic decisions in the development and management of territorial resources. Conclusions and prospects for further research. Differences in terminological approaches to the definition of marketing technologies testify to their versatility and variety of applications. This requires researchers and practitioners to have a deeper understanding of the directions of integration of marketing technologies into regional development strategies and programs. The use of traditional and innovative marketing technologies allows digital or physical marketing teams of local governments to solve marketing tasks to achieve the goals of socio-economic development. Despite the significant benefits, the application of marketing technologies is accompanied by certain challenges, including compliance with the current marketing concept, further automation and digitalization of marketing, the need for data protection, privacy and risk management. Solving these issues will require additional research and adaptation of marketing innovations to domestic conditions and requirements of the digital and creative economy.
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Nemyrovska, Oksana, and Olena Ievseitseva. "Digital visibility and competitive edge: Analyzing the impact of territorial marketing on regional competitiveness." Journal of Eastern European and Central Asian Research (JEECAR) 11, no. 3 (June 4, 2024): 573–87. http://dx.doi.org/10.15549/jeecar.v11i3.1640.
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This study explores the relationship between territorial marketing and branding and a country's regional competitiveness and aims to assess the impact of marketing strategies and policies of cities and territories on that regional competitiveness. Two hypotheses are examined. The first hypothesis suggests that improving a city's visibility on the Internet attracts tourists and foreign investors. The second hypothesis highlights the importance of high-quality information content on city websites to enhance competitiveness. The study conducts a comprehensive analysis of European countries to evaluate the impact of territorial marketing on competitiveness. This includes correlation analysis of competitiveness indices, analysis of Google Trends search queries to identify city name search trends, and content analysis of city websites to assess marketing quality. The findings reveal that cities with rich historical and cultural attractions are gaining popularity online, consequently increasing their competitiveness in both the tourism and investment sectors.
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Мовенко, Сергій. "КОНЦЕПТ ПОНЯТТЯ «БРЕНДИНГ ТЕРИТОРІЙ»." Міжнародні відносини, суспільні комунікації та регіональні студії, no. 1 (18) (June 5, 2024): 259–80. http://dx.doi.org/10.29038/2524-2679-2024-01-259-280.
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The article examines territorial branding as the analysis and study of ways to create and manage the image of a specific territory (such as a country, region, or city) with the aim of attracting investments, developing tourism, increasing attractiveness for businesses and residents, and forming a positive perception internationally. It encompasses various aspects, such as marketing strategies, public relations, cultural and social factors, innovations, and the use of modern technologies. Contemporary concepts of territorial branding emphasize the im- portance of creating and managing the image of cities, regions, and countries to enhance their competitiveness and attractiveness for residents, tourists, and investors. These concepts take into account diverse factors, including cultural, historical, ecological, economic, and social aspects. Among the key modern concepts of territorial branding analyzed in the article are: creating a unique image; developing technological hubs; sustainable development strategy; developing tourism potential; and utilizing digital technologies, among others. These concepts define new paths for the development of territories and explore their impact on various aspects of modern life. It is noted that synonymous terms for territorial branding include: city/region image, territory profiling, city/region image building, territorial marketing, city/region branding, politi- cal branding, state branding, national branding, “territorial branding,” and “re- gional branding.” The interpretations and concepts of researchers regarding the categories of territorial brand, territorial trend, image, city brand, rural area brand, and others are analyzed.
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Zablodska, I., Yu Rohozian, and O. Khandii. "Territorial Dimension of Innovative Diffusion in the Socio-Economic Systems: Market Aspect." Economic Herald of the Donbas, no. 4 (70) (2022): 45–56. http://dx.doi.org/10.12958/1817-3772-2022-4(70)-45-56.
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This work devotes to the territorial aspects of innovative diffusion in the socio-economic systems through the market provisions, since its development is becoming increasingly important to ensure the territories` competitiveness. The components of this article reveal the relationship between innovation diffusion and territorial marketing in the context of the development of socio-economic systems to ensure the well-being of communities, cities, regions and countries. It has been proven that modern changes in the economic environment force each territory to take certain marketing measures in order to win the best positions in the economic, social and environmental spheres, including by spreading innovations and using its own uniqueness. Thanks to the implementation of a pool of marketing activities, each community will be able to form a positive and recognizable image, the implementation of which will contribute to increasing competitiveness and attracting internal and external investment flows to ensure the sustainable development of the territory. This made it possible to draw a conclusion about the role of innovative diffusion marketing in the context of the development of socio-economic systems, which consists in the positioning of territories through the formation of their positive image, brand development, strengthening of reputation and accumulation of reputational capital. The authors investigate the marketing role of innovative diffusion in the context of the development of socio-economic systems based on the classification of forms, methods and types of this process, as well as by identifying the main groups of diffusers and their respective characteristics through the prism of the territorial aspect. Based on the results of the analysis of the pool of scientific works of foreign and Ukrainian scientists, a conclusion was made about the importance of studying the diffusion of innovations in socio-economic systems, taking into account the concept of sustainable development. It is noted that in practice, only representatives of the expert and scientific environment can assess the marketing role of innovation diffusion in the context of the development of territories (socio-economic systems) for their positioning. This allows to consider the process of positioning innovative diffusions within the framework of local socio-economic systems and investigate a sequence of actions to intensify this process. In order to research the methodological aspects of determination the marketing parameters of innovative diffusions of the local socio-economic systems, the authors identify the main parameters of positioning territorial communities through the prism of their sustainable development components. The procedure for positioning local socio-economic systems proposed, taking into account the provisions of the Concept of sustainable development and determination the marketing parameters of innovative diffusions.
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Jiménez, William Guillermo. "Internacionalización, desarrollo y gestión pública territorial. Experiencias en Colombia." Innovar 25, no. 55 (January 1, 2015): 23–39. http://dx.doi.org/10.15446/innovar.v25n55.47194.
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Las dinámicas actuales generadas por la globalización insertan cada vez más nuevos actores en el concierto internacional, en especial a los gobiernos subnacionales o territoriales. Tal fenómeno ofrece nuevos desafíos, amenazas y oportunidades para que dichos gobiernos incorporen modalidades de internacionalización tales como la participación en redes, la cooperación descentralizada y el marketing territorial, entre otras. El objetivo del artículo es caracterizar los procesos de internacionalización que están desarrollando algunos gobiernos territoriales, con el ánimo de obtener conocimiento potencialmente aplicable a otros contextos. Se utiliza un enfoque metodológico predominantemente cualitativo para analizar tres experiencias de internacionalización territorial, recurriendo a fuentes de información tanto primarias como secundarias; se usan las técnicas de la entrevista, la observación directa y la revisión documental. De este modo, se concluye que a) la internacionalización territorial es un proceso reciente, en el que sigue jugado un papel importante el nivel nacional; b) dichos procesos han sido acogidos con mayor facilidad en ciudades capitales o en departamentos con mayor capacidad institucional, pero en general se constata un incipiente desarrollo en el conjunto del país; c) la modalidad más desarrollada es la cooperación internacional, seguida del marketing territorial, y la menos usada es la inserción en redes; d) algunas modalidades requieren mayores niveles de complejidad y desarrollo territorial que otras, y e) existen algunos obstáculos, así como ciertas enseñanzas que se podrían tener en cuenta para la gestión pública de futuros procesos de internacionalización.
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Bacherikova, Mariya Leontievna. "Marketing evaluation model of the territorial image." Science in figures, no. 3 (4) (September 5, 2017): 9–13. http://dx.doi.org/10.21661/r-463779.
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Александра Михайловна, Пономарева, and Пономарев Максим Александрович. "CO-MARKETING OF TERRITORIAL AND COMMERCIAL BRANDS." STATE AND MUNICIPAL MANAGEMENT SCHOLAR NOTES 1, no. 3 (September 2021): 41–45. http://dx.doi.org/10.22394/2079-1690-2021-1-3-41-45.
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