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Regional Economics: Theory and Practice
 

The rating of Russian regions by degree of institutionalization of the territorial marketing

Vol. 13, Iss. 16, APRIL 2015

PDF  Article PDF Version

Available online: 28 April 2015

Subject Heading: MARKETING

JEL Classification: 

Pages: 46-61

Lugovaya O.A. Volgograd State University, Volgograd, Russian Federation
lugovayao@mail.ru

Importance The article studies the experience of introducing the technologies of territorial marketing and implementing the marketing approach to regional governance. Dynamic changes in the economic situation, the need to improve the competitiveness, creation of the region's image as a stable partner, are leading to search for effective tools. Territorial marketing acts as an actual management tool of the region's economy for its adaptation to socio-economic changes.
     Objectives The article aims to synthesize and structure the experience in marketing planning, make the planning process be of systemic nature and reorientate regional strategies to marketing.
     Methods The author analyzed the long-term targeted programs and strategies of 55 regions of the Russian Federation, synthesized certain effective practices, and defined the degree of thoroughness of the trend nationwide.
     Results The author studied strategic documents of 55 regions of the Russian Federation, analyzed the experiences of the advanced ones, and proposes a classification of regions according to the degree of institutionalization of the territorial marketing. The article defines a group of lagging regions that make no meaningful actions, programs and instruments in this field. The author composed a map of territorial marketing of the RF regions and identified a marketing component in documents of different levels of scope and the field of implementation of marketing tools, goals, objectives, mechanisms, performance indicators.
     Conclusions and Relevance The author concludes that the regions currently need a marketing strategy aimed at meeting their needs, and that is consistent with the strategy for socio-economic development and sectoral strategies. The author recommends developing and popularizing the scientific concepts that would establish practical experience and assess the marketing tools and technologies. The study's results would help to define the conceptual framework of a strategic marketing approach to territorial management and development of marketing strategies and programs of some specific subjects of the Russian Federation.

Keywords: experience, implementation, territorial marketing, Russia, marketing strategy, region, regional marketing promotion strategy, concept, brand, tourism, investment attractiveness

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