Market-Oriented Approach to Management of Territorial Development: Discussion of Debatable Issues

Daniil P. Frolov (), Vladimir G. Sarkisyan (), Apollon P. Karibov () and Anastasia S. Strekalova ()
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Daniil P. Frolov: Volgograd State University
Vladimir G. Sarkisyan: Volgograd State University
Apollon P. Karibov: Volgograd State University
Anastasia S. Strekalova: Volgograd State University

A chapter in Russia and the European Union, 2017, pp 25-29 from Springer

Abstract: Abstract Place marketing is a modern mechanism of management of development of spacial entities (cities, regions, etc.) based on principles of regulated self-organization and support for self-emerging tendencies. At that, territories are viewed as socially responsible multi-stakeholder quasi-corporations which manufacture specific products and promote their brands. However, it is still not clear what is place marketing—function or ideology of regional management? How are marketing and branding related? What is “place product” and who are its consumers? Why are instituting place products important? How are the traditional strategy of socio-economic development and marketing strategy of the region related? What is the mechanism of work of regional marketing? The article provides authors’ variants of answers to these and other debatable questions of theory and practice of place marketing in view of new methodological approaches.

Keywords: Place marketing; Marketing strategy; Place product; Instituting products; Stakeholders; Mechanism of regional marketing (search for similar items in EconPapers)
Date: 2017
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DOI: 10.1007/978-3-319-55257-6_4

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