Home  Journals  Regional Economics: Theory and Practice  38(413) - 2015 October

Budget as a marketing tool of communication with the territory stakeholders

Vol. 13, Iss. 38, OCTOBER 2015

Article PDF Version

Received: 14 August 2015

Accepted: 31 August 2015

Available online: 20 October 2015

Subject Heading: MARKETING

JEL Classification: 

Pages: 13-19

Importance The article deals with the budget as a promising marketing communication tool.
     Objectives The paper aims to justify the prospects of use of the budget document as a marketing tool to communicate with stakeholders of the territory, as well as benchmark Western and domestic experiences.
     Methods I used methods of comparison, analogy, system approach, and synthesis of information.
     Results The study found that budget documents are widely used as part of common marketing of cities and PR-strategies of foreign territories, but not applied much by domestic regions to communicate with the target segments.
     Conclusions I conclude that there is a need for further analysis of the world practice (American cities' practices, first of all) in budget using as a tool of communication with stakeholders of the territory. The analysis will allow making recommendations acceptable in Russia.

Keywords: budget, marketing tool, communication, social responsibility, territory stakeholders

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