CO-MARKETING OF TERRITORIAL AND COMMERCIAL BRANDS

КО-МАРКЕТИНГ ТЕРРИТОРИАЛЬНЫХ И КОММЕРЧЕСКИХ БРЕНДОВ

Alexandra M. Ponomareva (Пономарева А.М.) and Maxim A. Ponomarev (Пономарев М.А.)
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Alexandra M. Ponomareva (Пономарева А.М.): Rostov state economic university (RINH); Southern Federal University
Maxim A. Ponomarev (Пономарев М.А.): South-Russia Institute of Management – branch of Russian Presidential Academy of National Economy and Public Administration

State and Municipal Management Scholar Notes, 2021, vol. 3, 41-45

Abstract: The article represents a study of co-marketing as a tool for territorial-commercial branding. The business environment is considered to be a consumer, target audience, and a driver for territorial branding. The peculiarity of the author's approach is that the emphasis is on the study of forms of interac-tion between territorial and business branding. The elements of territorial-commercial co-marketing at various stages of territorial branding are presented.

Keywords: city marketing; co-marketing; territorial marketing; city branding; territorial brand promotion (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:rnp:smmscn:s2135

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