International practice of developing the marketing of territories
https://doi.org/10.21686/2410-7395-2022-3-130-139
Abstract
The article analyzes international examples of the development of the image of territories and the creation of a city brand, gives marketing recommendations for the development of large and small settlements. Territories need marketing in order for management entities to achieve their goals at various levels. To do this, it is necessary to form a conceptual approach to the marketing of territories. Currently, modern countries, regions and cities need not only to offer a product demanded by the consumer (in our case, territories), but also to attract the attention of their target audience. It is difficult to overestimate the role of territory marketing in today's rapidly changing world. Territorial branding contributes to success in all areas of activity, both large and small settlements. These tools help them develop and give impetus to social change. These tools help to find development opportunities and even give them.
About the Authors
A. V. Shishkin
Plekhanov Russian University of Economics
Russian Federation
Russian Federation
Anatoliy V. Shishkin, Doctor of Economics, Professor, Head of the Plekhanov Marketing Research Institute of Transport Complex of the Marketing Department
36 Stremyanny Lane, Moscow, 117997
A. A. Mileshina
Plekhanov Russian University of Economics
Russian Federation
Russian Federation
Alena A. Mileshina, Student of Higher School of Economics and Business
36 Stremyanny Lane, Moscow, 117997
E. M. Azaryan
Donetsk National University of Economics and Trade Named after Mikhail Tugan-Baranovskiy
Ukraine
Ukraine
Elena M. Azaryan, Doctor of Economics, Professor, Head of the Marketing and Trade Department
31 Shchors Str., Donetsk, 83050, Donetsk People's Republic
D. E. Voziyanov
Donetsk National University of Economics and Trade Named after Mikhail Tugan-Baranovskiy
Ukraine
Ukraine
Dmitry E. Voziyanov, PhD, Associate Professor of Marketing and Trade Department
31 Shchors Str., Donetsk, 83050, Donetsk People's Republic
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Review
For citations:
Shishkin A.V., Mileshina A.A., Azaryan E.M., Voziyanov D.E. International practice of developing the marketing of territories. International Trade and Trade Policy. 2022;8(4):130-139. (In Russ.) https://doi.org/10.21686/2410-7395-2022-3-130-139
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