Marketing Communications as a Tool for Sustainable Development for City-Forming Organizations

Tatiana Afanasyeva, Elena Torgunakova and Evgeniy Torgunakov
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Tatiana Afanasyeva: Saint-Petersburg University of Management Technologies and Economics
Elena Torgunakova: Saint-Petersburg University of Management Technologies and Economics
Evgeniy Torgunakov: Saint-Petersburg University of Management Technologies and Economics

A chapter in Finance, Economics, and Industry for Sustainable Development, 2023, pp 191-199 from Springer

Abstract: Abstract In this article, the critical issues involving the use of marketing communications as a tool to promote the sustained development of city-forming organizations are examined. The UN adopted a document in 2015 about the global space transformation in the field of sustainable development. One of its main goals is goal 11—sustainable cities and communities. Making single-industry towns more sustainable is one of Russia’s top priorities in the field of sustainable development. The goal of the study was to identify efficient marketing strategies that would enable the city-forming organizations to develop sustainably even in times of crisis. The study was conducted using the open-source analysis method for the period from September 2022 to October 2022. The study’s findings resulted in the discovery of the most effective marketing communications and the development of industry predictions for the marketing and communication sectors.

Keywords: Marketing; Communications; Sustainable development; Communication industry; City-forming organization; Sustainable cities and communities (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-30498-9_17

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DOI: 10.1007/978-3-031-30498-9_17

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