Marketing Management of the Territory in the Aspect of the Regional Brand Formation

Bondarenko V.A., Kalieva O.M. and Pisareva E.V.

European Research Studies Journal, 2018, vol. XXI, issue Special 2, 72-78

Abstract: The importance of managing branding of territory in terms of satisfying the demands of domestic consumers and attracting external economic agents is mediated by the realities of modern economic development in various regions of the country and the focus on the formation of accelerated development territories. These realities are characterized by unevenness. High competition between the territories in managing branding raises the importance of marketing management in territorial development and brand building. The article contains the statement that the success of the brand of the territory facilitates its sustainable development, attracting new economic agents, increasing the confidence of the population and business partners in regional business, building social and economic potential, and creating territorial advantages.

Keywords: Brand; marketing management; territory; target audiences; internal consumers; external consumers (search for similar items in EconPapers)
Date: 2018
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Citations: View citations in EconPapers (1)

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