ANALYSIS OF THE ESTABLISHMENT AND DEVELOPMENT OF THEORETICAL APPROACHES TO THE APPLICATION OF THE PRINCIPLES OF TERRITORY MARKETING

Abstract

Examples are considered, as well as studied strategies for the promotion of territories in a situation of high competition between them in rapidly changing markets, which prove that various sustainable positive images of territories and cities should be used to attract wide target segments of both potential residents and investors, tourists . The initial perception of territory marketing as a way to "sell" and promote territories has changed dramatically. It has been established that the marketing of territories has gradually become not only a separate full-fledged field of knowledge, one of the sections of marketing and regional economy, but also a type of effective management and promotion of territories aimed at forming a positive reputation of territories and the goods and services produced there. One of the goals of territorial marketing was the creation and promotion of public goods. Depending on the scale of a specific territorial community, such types of territory marketing as marketing of the state, country, region and other administrative units are defined. Among the subjects of territory marketing, on the one hand, there are various state structures, and on the other, private institutions that are able to generate marketing ideas for the purpose of informing and attracting the attention of specific stakeholders. The selected interested parties, where the marketing activity is directed, are, in turn, the objects of territory marketing. Having studied the theory of territory marketing in detail, it was determined that researchers distinguish the following groups of stakeholders: local participants (representatives of the public and private sectors), regional, national and international participants in the marketing processes of territories. Local residents, as well as visitors and tourists, are identified among the key participants in the marketing of territories in the studied literature. Business representatives and entrepreneurs are highlighted separately. An external participant may be other competing territories. At the same time, the peculiarity of territory marketing is that, unlike the marketing of goods and services, territories do not have a single marketing entity. In turn, various territorial actors (stakeholders) make their collective contribution to the development of territories (countries, regions, cities). Thus, one of the significant tasks of territory marketing is the motivation and coordination of the activities of various interested parties to ensure the interests of the territory. It is proposed to understand the marketing of territories as a management method aimed at creating economic growth and strengthening competitiveness. It is noted that the formation of the territory's marketing strategy involves both promotion through advertising and brand communications aimed at creating a positive image of the territory, as well as awareness and analysis of existing problems, and its purposeful decision to increase the attractiveness of the territory in the eyes of existing and potential consumers. It was concluded that the understanding and content of territory marketing has undergone significant changes over time. In many ways, these changes are related to what goals and tasks were set for territorial communities that use different tools of territory marketing.