Regional Economics: Theory and Practice

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Regional Economics: Theory and Practice

31(310) - 2013 August

Marketing strategy of the region in action (the experience of the Volgograd Region)

Vol. 11, Iss. 31, AUGUST 2013

Available online: 26 August 2013

Subject Heading: TERRITORIAL MARKETING

JEL Classification:

Frolov D.P. Doctor of Economics, Professor, Head of the Department of Marketing and Advertizing, the Volgograd State University
ecodev@mail.ru

Shishkov V.A. Economist of Accounting and Business Analysis, the Volgograd State University marketech@volsu.ru

In the article experience of introduction of territorial marketing in the Volgograd region is systematized and analysed, the stages and forms of this process are allocated. Typical problem for the Russian regions of strategic marketing planning are detailed. Practical recommendations on development of reference regional marketing strategy and procedural model of the mechanism of its realization are offered.

Keywords: territorial marketing, marketing strategy, rebranding, stakeholders, mechanism of regional marketing

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ISSN 2311-8733 (Online)
ISSN 2073-1477 (Print)

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April 2024