The Origin of Territory Marketing
https://doi.org/10.21686/2413-2829-2023-1-200-210
Abstract
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.
About the Authors
E. M. Azaryan
Donetsk National University of Economics and Trade Named after Mikhail Tugan-Baranovskiy
Elena M. Azaryan Doctor of Economics, Professor, Vice-Rector for Research, Head of the Department for Marketing and Trade
31 Shchors Str., Donetsk, 83050, Donetsk People's Republic
D. E. Voziyanov
Donetsk National University of Economics and Trade Named after Mikhail Tugan-Baranovskiy
Dmitry E. Voziyanov PhD, Assistant Professor of the Department for Marketing and Trade
31 Shchors Str., Donetsk, 83050, Donetsk People's Republic
A. N. Beketov
Plekhanov Russian University of Economics
Russian Federation
Russian Federation
Anton N. Beketov Senior Lecturer of the Department for Marketing
36 Stremyanny Lane, Moscow, 117997
V. A. Kaderova
Plekhanov Russian University of Economics
Russian Federation
Russian Federation
Venera A. Kaderova Senior Lecturer of the Department for Marketing
36 Stremyanny Lane, Moscow, 117997
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Review
For citations:
Azaryan E.M., Voziyanov D.E., Beketov A.N., Kaderova V.A. The Origin of Territory Marketing. Vestnik of the Plekhanov Russian University of Economics. 2023;20(1):200-210. (In Russ.) https://doi.org/10.21686/2413-2829-2023-1-200-210
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