Territorial marketing concept and content. The essence of territorial marketing
In the few publications on territorial marketing, there are different interpretations of this concept. Hence the confusion in the content of the term and even in its target orientation. Thus, some authors who develop regional problems believe that regional marketing is marketing carried out at the regional level, reflecting and absorbing the specifics and characteristics of a particular region. Others focus on the fact that marketing a territory (in particular, a city) is designed to improve its image, attract industrialists, and make people talk about themselves.
If we combine both main components of territorial marketing, we get the following definition. Territorial marketing is marketing in the interests of the territory, its internal subjects, as well as those external subjects in whose attention the territory is interested. In this regard, we can highlight:
territory marketing, the object of attention of which is the territory as a whole, is carried out both inside and outside its borders;
marketing on (within) the territory, the object of attention of which is relations regarding specific goods, services, etc., is carried out within the territory.
We consider a region, a territory, as a subject that provides the role of a consumer not only to itself, but also, first of all, to other subjects (internal and external in relation to the territory). It is their well-being in the consumption of regional resources, products, services and opportunities that allows the region, ultimately, to build and increase its own well-being. Apparently, there is no need to prove that such an approach, representing a region or territory as a producer open to the outside, focused on consumers, developing their demand for resources and the potential of the territory, is more progressive, more marketing than an approach that actually concentrates the region’s attention only on itself .
The full implementation of marketing throughout our country is a task for at least more than one decade, although the first progress has already been made. Marketing services have appeared in many enterprises; the information base for marketing goods and services becomes richer and more professional; a certain legal framework has emerged on issues of behavior in the market; the basics of marketing began to be taught in many educational institutions of the country; A lot of literature on marketing has appeared (and there are already publications on marketing in Russia); The attitude towards marketing is changing not only on the part of entrepreneurs, but also on the part of citizens and even authorities. But all these developments relate mainly to traditional marketing of specific goods and services; As for the marketing of the territories themselves, there have been very few positive changes so far.
Territorial marketing is marketing in the interests of the territory, its internal entities, as well as external entities in whose attention the territory is interested.
Territorial marketing is carried out with the aim of creating, maintaining or changing the opinions, intentions and/or behavior of entities external to a given territory.
Territorial marketing is aimed at creating and maintaining:
Attractiveness and prestige of the territory as a whole;
Attractiveness of resources concentrated in the territory.
Specific actions of place marketing can be determined by four aspects of the vision of the territory: marketing of housing, economic development zones, recreational areas, investments in land property.
In the domestic scientific literature one can find a number of concepts that, to one degree or another, reflect the issues of the marketing approach to territory management, such as “regional marketing”, “place marketing”, “municipal marketing”, “city marketing”, “territorial marketing”, “marketing of territories”, “marketing on (within) the territory”.
Territory marketing is a series of technical methods, skills, actions, the implementation of which will allow us to “sell” and offer to interested parties, for example, specific characteristics of the territory (convenient location of the territory, special resources, cultural heritage sites that make the territory more attractive for visiting, and other characteristics of the territory). Territory marketing involves promoting information specifically filled, perhaps special in forms and methods in connection with the specifics of a specific object (specific territory), which we are going to market. Territory marketing involves the development and implementation of a marketing action plan, which sets out measures to solve marketing problems, for example, increasing the image of the territory, increasing the number of external investments attracted to the territory, increasing the territory’s participation in regional and federal programs, etc.
The category “territorial marketing” is more general. Territorial marketing is an independent type of marketing, which is characterized by the specificity of the object of study and the applicability of marketing philosophy to the activities of managing a territory. Taking into account the specifics of the object of marketing application, we adjust the methods, tools, and tactics of marketing actions. The territory as an independent object, the scope of application of marketing as a system of thinking and a system of action also involves clarifying the entire complex of marketing means and highlighting the specifics of a number of concepts.
Regardless of the specific level of territorial formation, the “scale” of the territorial unit, the specificity of the complex of marketing means in relation to the territory is significant, and this gives us reason to introduce a category that reflects an independent type of marketing - territorial marketing. The “scale” of a territorial unit will determine the specifics of specific actions of government authorities to implement a set of marketing tools.
The main goal of territorial marketing is to improve the quality of life of the population. This involves a systematic and systematic study of the state and development trends of territories in order to make rational decisions aimed at creating and maintaining the attractiveness and prestige of the territory as a whole, as well as the attractiveness of the socio-economic production resources concentrated on it and the opportunities for their implementation and reproduction. The use of territorial marketing means turning territorial authorities into a special kind of partner for entrepreneurs, capable of not only taking into account the individuality of their region when making decisions on the comprehensive socio-economic development of the territory, but also interacting between authorities and target markets: producers, consumers, investors, new residents, tourists and others. In this sense, territorial marketing can be represented as a joint activity of commercial and non-commercial entities in a market environment, based on the principles of modern socially oriented marketing.
Modern territorial marketing tools are a set of possible means used to achieve the goals of socio-economic development of the region.
Table 1. Main tools of territorial marketing
|
Territorial marketing tools |
Main characteristics of the tool |
|
Territorial product |
specific characteristics and resources of the territory; a specific place where a person will receive and spend income; system of organization and quality of management of this territory |
|
Territorial product price |
the full price of a territorial product involves taking into account explicit and implied costs; When setting the price of a territorial product, you can use different pricing methods |
|
Place (localization) of the territorial product |
on the one hand, this is a static localization that cannot be changed; on the other hand, it is a dynamic characteristic; the territory itself can act as the initiator of new communications; placement of a territorial product can be considered both from the “outside” position, as well as from the “inside” position |
|
Promotion of territorial product |
all marketing communications tools can be used; the use of direct marketing in the form of direct continuous relationships between the subject of territorial marketing and consumers using special means of communication |
Territorial product is a complex concept consisting of three elements:
Specific characteristics and resources of the territory (a person perceives the territory as an object of his location in space, which determines certain benefits for him);
A specific place where a person will receive and spend income (a person perceives the territory as an object of his economic and social interests);
The system of organization and quality of management of a given territory (a person perceives the socially organized forces of the territory, which will determine and influence his life and business activity).
The price of a territorial product is the costs that the consumer bears when “purchasing” this territorial product, that is, the costs that the consumer will bear while living and/or carrying out activities in this territory. The full price of a territorial product involves taking into account explicit and implied costs, which is especially important when comparing and selecting territories. At the same time, the price of a territorial product is also subject to the influence of substitutions and the importance of the need, so if the consumer considers a specific territorial product to be unique, or there is an urgent consumer need for a territorial product, demand is inelastic.
Thus, territorial marketing allows you to:
Describe the territory's resources, living conditions, and the quality of territorial management;
Assess the cost of living and/or operating on the territory;
Give a spatial assessment of the location of the territory in relation to other objects of comparison and evaluate the distribution of resources across the territory;
Organize the promotion of information and create an attractive image of the territory’s resources, living conditions and business activity.
One of the strategically promising tools of territorial marketing related to attracting investors and tourists based on the creation and dissemination of a positive picture of the territory is image marketing. Compared to other areas of territorial marketing, this strategy is considered inexpensive, although it requires additional costs, depending on the already established image, the goals of its development or the need for adjustment. The image of a territory is a set of emotional and rational ideas resulting from a comparison of all the characteristics of the territory, people’s own experience and rumors that influence the creation of a certain image. The most important component of a territory’s image is a combination of competitive advantages and disadvantages. They are determined by the peculiarities of the region’s sectoral specialization, the presence of export potential, territorial remoteness and transport development, intellectual and innovative potential and its compliance with the development goals of the region, the level of development of the social sphere, the state of production potential and the current level of investment activity (volume of investment and qualitative characteristics of investment activity) etc. It is obvious that competitive advantages contribute to strengthening the competitiveness of a territory, and competitive disadvantages complicate the process of its inclusion in the market space.
Competitive advantages that significantly improve the image of a region (territory) include:
1. maintaining and attracting the working population, bringing the level of their professional training to meet international standards of personnel quality;
2. placement and preservation of enterprises, attracting new companies, especially those forming knowledge-intensive modern clusters, having sustainable sales of their products, working on the principles of a benevolent attitude towards the environment;
3. attracting new investments in the development of existing or creation of new enterprises, in communal infrastructure, in housing and the social complex;
4. implementation and development of transport and transit functions;
5. development of the system of vocational education and healthcare as branches of specialization, universities, medical centers and clinics;
6. attraction and development of information centers, media, film, television and radio studios, etc.;
7. attracting tourist flows of all types;
8. holding major cultural, political, scientific, sports and other events and activities in the region, which are attended by many people, which enhance the positive image of the region, city and district;
9. increase in regional cultural and historical potential, which increases the attractiveness of the region;
10. placement in the region of administrative and public institutions, bodies, funds of state, international, and global significance.
The use of territorial image marketing tools that are adequate to the situation should play a special role in positioning the territory, determining the strategy for the activities of authorities and the population to develop its advantages and reduce competitive disadvantages. This is all the more relevant since creating the image of a region is a long-term job; it not only contributes to economic development, but also creates a favorable background for improving the quality of life of the population, improving the existing psychological microclimate and relieving social tension.
Topic 1. Fundamentals of territory marketing
1.1 The essence and types of territorial marketing
1.2 Subjects of territory marketing, their goals and interests
1.3 Territory marketing tools
1.4 Territory marketing strategies
The essence and types of territorial marketing.
Territorial marketing, this is a new type of activity, this is an element of the system of market relations, projected to the meso level. studying the market, demand, prices for the total products of the region, realizing its full potential from the perspective of both internal (regional) and external (outside the region) needs.
Regional marketing, as marketing at the meso level, objectively has the function of coordinating multi-level socio-economic interests of the macro (country) and micro (individual firms) levels. Levels of application, purpose, mission, main areas of work, target groups of marketing, identification and diagnosis of the condition and community problems, the reasons for their occurrence; developing a vision of prospects for solving these problems, taking into account the values and resources of the community; development of a long-term step-by-step plan for investment and community transformation, territorial marketing and marketing of territories, internal and external marketing, state, regional and municipal marketing, marketing of countries, regions, local places.
Territory Marketing(territorial marketing) is marketing in the interests of the territory and its internal entities, as well as those external entities in whose attention this territory is interested.
This definition in its content implies the existence of two directions in territory marketing:
· territory marketing, the object of attention of which is a specific territory as a whole, carried out both within a given territory and outside its borders;
· marketing on(inside) territories, the object of attention of which are relations regarding goods, services and various objects carried out within a given territory.
The term "territory" as used here is not clearly defined. It can mean a continent, a country, a region, a city, a district, and even a microdistrict or street. But in any case, what is common to all territories is the presence of some socio-economic processes on them, thanks to which territory marketing makes sense.
1.2 Subjects of territory marketing, their goals and interests.
It is most productive to divide the content of territory marketing according to the criterion of the location of subjects interested in the territory - outside or inside it. External actors are interested in the well-being of the region mainly because they want to take part of this well-being (physical resources, “brains”, labor products of cheap labor, opportunities for selling financial resources, etc.) outside the territory, transforming its well-being into the well-being of their own and personal (i.e. other) territory. Internal subjects connect their personal well-being with the well-being of their native region, their “homeland.” Each of these two positions may be interesting for the territory, but obviously in different ways, and therefore the approaches to these two categories of consumers should be different.
The main subjects of marketing in any field of activity include producers of a particular product (goods, services, etc.), its consumers (buyers, users) and intermediaries. Government bodies, entire sectors of the economy (for example, trade), the media, educational and scientific institutions, organizations and their systems can participate in marketing relations and actions. The most active participants in marketing relations are traditionally producers of products and services, and the subjects receiving special attention are consumers.
Target groups (markets), “consumers of territories” can be classified according to a number of characteristics and criteria. The largest of them are pairs “residents - non-residents” (criterion of territorial affiliation, permanent residence, location) and “individuals - legal entities” (criterion of legal status). At the same time, we must keep in mind: consumers in territory marketing can, under certain conditions, become subjects interested in further promotion or, conversely, non-promotion of territories.
Target groups of “consumers” of the territory can be classified according to a number of characteristics and criteria. Below is one such classification:
Enterprises and organizations forming the territory – These are those whose products and services are produced in a given territory and sold primarily outside its borders. These include enterprises in the mining, chemical, energy, engineering, timber processing, textile, construction, transport and other industries, whose products (ore, coal, oil, gas, metal, fertilizers, acids, alkalis, machine tools, cars, metal structures, lumber , paper, electricity, fabrics, construction and transportation services, etc.), as a rule, is excessive for a given territory and therefore is brought to higher-level markets: territorial, national, international. This category may also include enterprises and social organizations, such as the universities of Cambridge and Oxford in the UK, the Institute of Traumatology and Orthopedics. G. Ilizarov in Kurgan, the Parthenon in Greece and the pyramids in Egypt, the “Golden Ring” of Russia, the beaches of Turkey, Spain, Brazil, entertainment centers in the USA, Thailand, Monaco, etc. The main feature of the enterprises and organizations that form the territory is sale of excess local resources (labor, intellectual, technological, natural, material, financial, educational, health, recreational, etc.) in the form of goods and services in foreign markets and attraction of scarce resources, mainly financial and raw materials, to one’s territory from outside
Enterprises and organizations providing the territory – These are those whose products and services are produced in other territories and sold in this territory. These include enterprises supplying a given territory with products and services. Depending on the specific territory under consideration, this may be: fuel (gas, oil, gasoline, coal, nuclear fuel), energy (electricity, hot water, steam), drinking water and water for irrigation, building materials (cement, crushed stone, sand and etc.), rolled metal, food, transport services (railway, waterway, road, aviation), education (studying at “foreign” universities, including prestigious ones), healthcare (treatment in famous clinics), culture (tours of various theaters , artists, exhibitions), recreation (tourist trips, relaxation on the seashore, visits to entertainment centers) and much more. The main feature of enterprises and organizations providing a specific territory is the provision of scarce products and services and the withdrawal of primarily monetary resources from it in various ways. The activities of this group of enterprises and organizations are always a very important factor in the functioning of a particular territory. Often it turns out to be so unacceptable that force majeure situations arise (the oil crises of the 1970s, the Gulf Wars in 1991 and 2003, etc.).
Enterprises and organizations serving the territory – These are those whose products and services are produced and sold primarily in a given territory. These include food, light and so-called local industry enterprises, utility enterprises and local energy enterprises (boiler houses), water supply, construction and road construction, trade, repair, etc., the products and services of which ensure comfortable living of the population of a given territory and normal functioning of enterprises forming and providing the territory. This category also includes enterprises and organizations with a social profile: healthcare, educational, cultural, sports institutions and the entire non-profit sphere. Thus, the main feature of enterprises and organizations serving the territory is the sale of local resources and resources attracted by enterprises and organizations that form and provide the territory in domestic markets.
Subjects Actively promoting and, relatively speaking, “selling territories” are territorial authorities and management, local economic development agencies, transport organizations, tourism operators and agencies, hotels, catering and retail chains, sports committees and federations, and any other structures , localized in the territory and showing activity in order to attract the attention of possible consumers (customers of products) to it and retain those already present.
The leading goal of these territory marketing subjects is the creation, maintenance or change of opinions, intentions and/or behavior of consumer subjects regarding the territory, its and their own capabilities in this territory
All subjects of marketing of any territory can be divided into those located inside and those located outside it. External actors are interested in the well-being and development of a given territory, mainly because they want to take advantage of this well-being in some way, for example, by transforming at least part of this well-being into their own well-being, into the well-being of their organization and their territory. This is usually done by removing from a given territory natural and intellectual resources, various products, products of cheap labor, the results of financial (investment) and engineering (construction, reconstruction of production) projects, etc. Internal actors are interested in the well-being and development of a given territory because this, as a rule, is directly related to their personal well-being, the well-being of their organization and immediate environment, and their future. It is obvious that, although the positions of these two categories of territory marketing subjects are different, they are aimed at the same goal. Therefore, both of these categories are of interest for the development of the territory. It is obvious that both categories of marketing subjects can include both producers of various goods, as well as their consumers and various intermediaries.
27. Country marketing: image and competitiveness.
In the literature on territorial marketing, there are different interpretations of this concept.
Kotler and his colleagues use the term “place marketing” and argue: marketing provides the most comprehensive approach to solving the problems of a territory, so in the content of this approach, promoting a territory is only a small part. Kotler pays special attention to marketing strategic planning, which should be carried out jointly by residents, the business community and the territory's authorities. He is confident that the purpose of marketing is to strengthen the ability of a territorial community to adapt to market changes, increase opportunities, and increase the vitality of the community. Strategic marketing of territories initiates the construction of a community that would satisfy the needs of all key social institutions. The main tasks of territory marketing, according to Kotler, are to identify and diagnose the state of the community, its main problems and concerns, and the reasons for their occurrence; developing a vision of the prospects for solving these problems based on a realistic understanding of the values of the community, its resources and capabilities; development of a long-term step-by-step plan for investment and community transformation.
Strategic marketing decisions, according to Kotler, involve improving four groups of the most important marketing factors, namely:
· orientation of basic services and infrastructure to meet the needs of the three most important target groups of consumers of the territory - residents, businesses, guests;
· creation of new positive features of the territory in relation to the quality of life, implementation of entrepreneurship with the support of society to attract new investors, entrepreneurial layers and individuals;
· communication and promotion of new positive features, quality of life and the overall image of the community;
· ensuring support from the population and community leaders for attracting new companies, investments, and guest programs.
These four groups of factors ensure, according to Kotler, the ultimate success in attracting and satisfying the five target groups of the territory:
· producers of goods and services;
· management of corporations and regional authorities;
· external investors and exporters;
· tourism and hospitality sectors;
· new residents of the territory. 1
Among domestic authors - scientists, practitioners and popularizers of territory marketing, the most prominent are A. M. Lavrov, V. S. Surnin, K. B. Norkin, I. V. Arzhenovsky. And here it is quite appropriate to present the opinions of these professionals.
A. L. Mnatsakanyan from the St. Petersburg University of Economics and Finance, having complained about the multiplicity of terms such as “state marketing”, “municipal marketing”, “territorial marketing”, nevertheless saw in their diversity certain positive signals about the effectiveness and fundamental possibility adaptation of the concept and methods of business management in the field of public administration at its various levels. This is helped by: a) decentralization (autonomization) of territorial management, increased independence in the disposal of territorial resources and increased responsibility for the progress and results of the implementation of management decisions; b) its “socialization” as a force for territorial bodies to step up efforts to meet the needs of the population.
A. L. Mnatsakanyan strives to present the territorial administration as a specific organization for servicing consumers (the population living in a given territory), focused on meeting their needs and requests. Supporting the division of marketing according to its orientation into internal and external, the researcher emphasizes that the population of the territory can be considered as an internal consumer of the entire complex of social services, since it alternately acts as a direct or indirect producer (“staff”) and a consumer of state or municipal social services, where the administration and government bodies perform management functions. The internal product, in accordance with traditional goal-setting in territorial management, is the creation of decent living conditions for residents of a given territory, both in terms of meeting their social and living needs and in terms of providing jobs. The specificity of territorial marketing, according to A. L. Mnatsakanyan, is that maximizing the internal product becomes an important factor in the successful external marketing of a territory, aimed at fighting with other territorial entities for markets for their (local, regional) products, for investments and for the creation new jobs in an open market economy. Internal marketing, to a large extent shaping the qualifications and motivation of the population, begins to work on the external product of the territory. But, the author emphasizes, the difference between territorial management and business management for marketing is very significant, since for a territory, in his opinion, unlike a company, it is internal marketing that implements the target management function, while external marketing plays a subordinate role.
Without a doubt, all the expressed points of view, the positions of researchers and practitioners have serious grounds and look quite promising. What can be said by summarizing all these points of view and positions? Let’s try to “make friends” of them, especially since they basically do not contradict, but complement each other.
First: application levels. In almost all cases, the conversation about territories takes place at the levels of “region” - “municipal entity” - “more local place”. Almost no one talks about the use of marketing at the country level, and even more so at the level of interstate associations (although we participate in a number of such associations). The only exception is F. Kotler (book “Marketing of Nations”). The megalevel is also mentioned (but not developed) by A. M. Lavrov and V. S. Surnin. The funny thing is that marketing managers for certain products, specialized in specific countries, have existed in all self-respecting corporations for quite a long time, but marketing managers of the countries themselves are still hard to find during the day, especially in Eastern Europe.
Second: purpose, mission, main areas of work. I.V. Arzhenovsky, not without reason, believes that territory marketing is an advanced idea, a philosophy that requires focusing on the needs of target groups of buyers of territory services. According to F. Kotler, marketing is a tool for the strategic development of a territory and the most comprehensive solution to its problems. The purpose of marketing is to strengthen the ability of a territorial community to adapt to market changes, increase opportunities, increase the vitality of the community, and not only improve the image and promote the territory. K. B. Norkin agrees with the master, considering urban marketing as a means of responding to modern challenges and contradictions in city development.
According to A. M. Lavrov and V. S. Surnin, territory marketing is intended to ensure a high level and quality of life for its population. A. L. Mnatsakanyan agrees with them, asserting the dominant role of the “internal product” in creating decent living conditions for the residents of a given territory, which will become the main competitive advantage in line with “external marketing”. French researchers (A. Dayan) traditionally emphasize that marketing is designed to improve the image of a territory, attract industrialists, and force people to talk about it. By the way, it is with him that, for example, the developers of marketing strategies in the Omsk region and the Republic of Buryatia agree. The theoretical part of both strategies (here they are identical) states that “regional marketing is the use of marketing tools, especially advertising, promotion and sponsorship to increase awareness and improve the image of the territory based on advanced ideas and achievements, focusing on the needs of target groups of product buyers and services of the territory."
However, although the developers of the regional marketing strategy declared the priority of image goals, they actually followed a much more constructive path of real transformation. For example, in the program “Events for the implementation of the concept of the regional marketing strategy of the Republic of Buryatia”, training is planned as a starting point in order to improve the marketing culture of management specialists of the republic and its economic entities, then - specific activities, including the reconstruction of the territorial highway, and ultimately - access to the markets of neighboring regions of Siberia, the Far East, and Mongolia bordering the republic.
Third: marketing target groups. Among them are (according to Kotler): producers of goods and services; corporate management and higher regional authorities; external investors and exporters; tourism and hospitality; new residents of the territory. It is absolutely legitimate to add to this list: a) the population of the territory, b) local businesses, including medium and small ones. Many domestic researchers talk about this.
Fourth: functions. According to Kotler, this is: identifying and diagnosing the state and problems of the community, the causes of their occurrence; developing a vision of prospects for solving these problems, taking into account the values and resources of the community; development of a long-term step-by-step plan for investment and community transformation. Actually promoting the territory is only one of the functions. According to A. M. Lavrov and V. S. Surnin, among the functions is the study of the market, demand, prices for the total products of the region, to realize its full potential from the position of both internal (regional) and external (outside the region) needs.
Fifth: which term is more logical to choose? As we see, there are many options: territorial marketing and marketing of territories, internal and external marketing, state, regional and municipal marketing, marketing of countries, regions, local places... And if it is not so difficult to understand the levels of an object, then in relation to Whether, for example, territorial marketing is internal, and territorial marketing is external, there is clearly no unanimity.
Some authors who develop regional problems believe that regional marketing is the marketing of regional goods; others - that this is “marketing carried out at the regional level, reflecting and absorbing the specifics and characteristics of a particular region” 1 ; still others focus on the fact that marketing a territory (in particular, a city) is designed to improve its image, attract industrialists, and make people talk about themselves; the fourth call for the integration of “intraregional” and “external” marketing of territories.
A few years ago, I proposed to fix the main components of territorial marketing as different, but certainly interrelated; hence the following definition of it: territorial marketing - This is marketing in the interests of the territory, its internal subjects, as well as external subjects in whose attention the territory is interested. In this regard, we can highlight:
territory marketing, the object of attention of which is the territory as a whole from the position of its compliance with the specific needs of various target groups of consumers of the territory; it is carried out both inside and outside the territory;
marketing on (in) territory, the object of attention of which is relations regarding specific goods, services, etc., carried out within the territory.
We consider a region, a territory, as a subject that provides the role of a consumer not only to itself, but, first of all, to other subjects (external and internal in relation to the territory). It is their successful consumption of regional resources, products, services and opportunities that allows the region to ultimately build and increase its own well-being. Apparently, there is no need to prove that the approach that represents the region, the territory as a producer focused on consumers, on the development of their demand in relation to the real resources and potential of the territory, is much more marketing than the approach that actually concentrates the region’s attention exclusively on itself.
A type of non-profit marketing that is carried out by organizations and individuals acting in the public interest, advocating a cause, and not seeking to make a profit, is territorial marketing.
F. Kotler does not have a category of “territorial marketing”; he defined “place marketing” as an activity undertaken with the aim of creating, maintaining or changing attitudes and (or) behavior related to specific places. Specific actions of place marketing can be determined by four aspects of the vision of the territory: marketing of housing, economic development zones, recreational areas, investments in land property.
In the domestic scientific literature one can find a number of concepts that, to one degree or another, reflect the issues of the marketing campaign in relation to territory management, namely: “regional marketing”, “marketing of regions”, “municipal marketing”, “city marketing”, “marketing of territories” , “marketing on (within) territory”, “territorial marketing”. If we are not talking about a specific object of territorial management (region, municipality, city), then special attention should be paid to two categories - “territorial marketing” and “territorial marketing”. You can understand the differences between these two categories by recalling, for example, bank marketing (as one of the types of marketing) and the marketing of a specific bank.
Territory Marketing - this is a series of technical methods, skills, actions that would help to “sell” with a sufficient degree of success, to offer interested parties specific characteristics of the territory (convenient location, resources, facilities, etc.) that make the territory more attractive to a given group of clients. Territory marketing involves the implementation of any activity, the promotion of specifically filled information, possibly using special methods and tools in connection with the specifics of a particular territory, the marketing of which we are going to carry out. Marketing of the territory is reflected in the Marketing Action Plan, which consists of successive steps to solve marketing problems, for example, increasing the image of the territory, increasing the number of attracted investments, increasing the number of guests of the territory, etc.
Now let's look at the essence of the category "territorial marketing". The category “territorial marketing” is a more general category and, in our opinion, more accurately and completely reflects the specifics of the object of study and the applicability of marketing philosophy to territory management. Territorial marketing reflects the use of non-commercial marketing in relation to the territory, therefore changes concern all three aspects of the essence of marketing: as a philosophy of activity, as a set of tools and as a management function. Taking into account the specifics of the object of application of marketing, we must adopt a new philosophy of territorial management aimed at meeting customer needs, adjust methods, tools, tactics of marketing actions, and carry out all management functions taking into account the achievement of specific marketing goals. The territory as an object of management, the scope of application of marketing as a system of thinking and a system of action require clarification of the entire complex of marketing means, highlighting the specifics, and sometimes developing a new understanding of a number of categories. All this gives us reason to introduce a category that reflects an independent type of non-profit marketing - territorial marketing. It can be defined as a special type of management activity undertaken with the aim of creating, maintaining and (or) changing the attitudes and behavior of residents and non-residents represented by individuals and companies in relation to a specific territory.
Territorial marketing is a modern philosophy of territory management, which is based on a new understanding of the role and functions of territorial authorities. The executive branch is called upon to effectively manage the resources of its territory and provide public services to the population, i.e. perform a number of functions within their competence, which can increase the attractiveness of the territory for living and doing business. It is important to satisfy the needs of citizens, tourists, businessmen and other customer groups as fully and as best as possible. Therefore, it is necessary to carefully study and analyze the criteria for preference for living and doing business in a certain territory. A specific territory begins to be considered by individuals and legal entities as one of the options for using their skills, financial, material and other resources. Comparison of comfort, safety of residence, stability and predictability of doing business in specific territories determines the migration of persons and the movement of capital in a market economy. Territorial marketing is aimed at increasing the attractiveness of a territory as a place of residence (permanent - resident, temporary - guest, tourist) and (or) business through the most complete and better satisfaction of the needs of citizens and organizations (commercial and non-commercial).
Territorial marketing forces you to take a fresh look at short-term and long-term development goals. It is necessary to constantly correlate such tasks as maximizing income from the use of the territory’s resources now and guaranteeing the development of the territory in the long term for the purposes of all segments of society.
Note that the specific actions of the authorities of a region, municipality or individual locality (city) to implement a set of marketing tools will have specifics based on competence, scale, available resources and a number of other parameters. Accordingly, each time we will consider the results of the implementation of territorial marketing at the level of the region (marketing of the region), municipality (marketing of the municipality), and locality (marketing of the city).
Territorial marketing is becoming a new factor in territorial management, the use of which leads to the successful socio-economic development of the territory through the optimal use of resources and the entire potential of the territory. It is important to emphasize that territorial marketing is not only the study of customer needs and the activities of government authorities to satisfy them. Territorial marketing assumes that all individuals and organizations interested in meeting their needs (homeowners' associations, local non-profit organizations, entrepreneurs' unions, self-regulatory professional organizations, etc.) are involved in the management of the territory.
The concept of territorial marketing fits well with modern theories of public administration, including the theory "new public management ”, focused on economic, social, organizational performance and efficiency of the public administration system. New public management aims at productivity, efficiency, profitability and quality of public services. Public administration began to be assessed in terms of satisfaction of the consumer of public goods. But real life is more complicated: over time, an understanding comes that it is necessary to ensure interaction (cooperation) between the state and society on issues of satisfying public interests and solving public problems. Citizens (consumers of public goods and services) are not only passive recipients, but must be involved in management processes and can influence the solution of strategic and tactical issues of socio-economic development of their territory. In some cases, local society, and not the state or private capital, is able to cope with property management most rationally and efficiently. A self-organized population better manages the resources of the territory and uses them more efficiently due to a more complete knowledge of local information, taking into account local characteristics and using local resources, since the local community is interested in the sustainable development of the territory while preserving its special characteristics in the long term.
The basic ideas of the “new public management” began to be supplemented by proposals for the wider use of information and communication technologies, which allows authorities to better interact with the population and provides the population with a more convenient, modern form of interaction, and also helps to receive feedback on the actions of authorities, which has found its reflection in the formation of the concept electronic government (e-Government). Between public services and citizens, the state and private companies, public organizations and their employees, and between various government bodies and levels of government, interaction is carried out electronically. Residents become active actors in territorial governance, which involves the participation of citizens in the development of strategic decisions, including through online voting, online discussions, as well as in the implementation of tactical actions through personal participation in the affairs and events of territorial life.
Modern technologies for data transmission in mobile communication networks contribute to the creation of new promising models of interaction between the state and citizens. These models are called “mobile government” (t-Government). In modern Russia, the process of establishing electronic document management, electronic interaction, and electronic government is underway, which makes it possible to increase the attractiveness of the country as a place of residence and place of activity.
Thus, territorial marketing is a new philosophy, a set of tools and a function of territorial management. Territorial marketing ensures that the interests of the citizens of the territory are taken into account, their active involvement in the process of territorial management, creates the prerequisites for effective, efficient administration and allows assessing the quality of the activities of executive authorities. Since territorial marketing is carried out for the benefit of all members of society and ensures sustainable socio-economic development of the territory, it can be argued that this type of non-profit marketing is social and ethical and is based on the humanistic values of society.