In the section Articles
Title of the article Marketing Approach to Management of Spatial Development
Pages 65-86
Author 1 Daniil Petrovich Frolov
Doctor of Economics, Professor, Head of the Marketing and Advertising Department
Volgograd State University
100 Universitetsky Prospekt, Volgograd, Russia, 400062
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Abstract Marketing of territories is a modern mechanism of management of spatial entities› development (cities, regions, etc.), which is based on the principles of regulated self-organization and cultivation of self-generating trends. In this paper territories are considered as socially responsible multistakeholder quasi-corporations that produce specific goods and promote their own brands. But it is not clear yet what marketing of territories is – the function or ideology of regional administration? How do regional marketing and branding correlate? What is «the product of the territory» and who are its› consumers? Why are instituting territorial goods so important? How do the traditional socio- economic development strategy and marketing strategy of the region relate? What is the action mechanism of the regional marketing? The article presents the author›s answers to these and other issues of theory and practice of regional marketing in the context of new methodological approaches.
Code 330.8
DOI 10.14530/se.2013.2.065-086
Keywords ♦ regional marketing ♦ marketing strategy ♦ the product of the territory ♦ constituent goods ♦ stakeholders ♦ regional marketing mechanism
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For citation Frolov D.P. Marketing Approach to Management of Spatial Development. Prostranstvennaya Ekonomika = Spatial Economics, 2013, no. 2, pp. 65-86. DOI: 10.14530/se.2013.2.065-086. (In Russian).
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