МАРКЕТИНГ ТЕРИТОРІЙ В СИСТЕМІ УПРАВЛІННЯ СОЦІАЛЬНО-ЕКОНОМІЧНИМ РОЗВИТКОМ ГРОМАДИ

Abstract

Purpose. Research of the concept of marketing of territories and the features of the use of marketing tools and technologies by local governments in the field of social and economic development of territorial community in modern economic conditions. Method. The analysis of theoretical foundations and practical use of marketing of territories in activity of territorial communities is based on methods of theoretical generalization, grouping and concretization. Results. Attention is payed to the introduction and the use of marketing of territories in the activities of territorial communities, and qualitative changes at the current stage of decentralization of power and resources are indicated. It is substantiated that the use of effective management tools, primarily through the use of marketing approaches, namely marketing and branding of territories will help to improving the welfare of the population, infrastructure development, providing quality services, attracting investment and qualified personnel, forming and promoting own brand, their self-identity and will contribute to the economic development of the community, the region and the country as a whole. The application of marketing of territories and branding by territorial communities of Donetsk region is analyzed. According to the results of the study, it is proposed to use simple and low-budget tools for marketing and branding of territories, as well as to involve all stakeholders of the territory (population, business structures, local governments) who are interested in competitiveness and attractiveness of a certain territorial community. Scientific novelty. The place of marketing of territories in activity of territorial communities in the context of management of social and economic development is defined. Practical significance. The results of the study form a scientific and practical basis for the use of marketing of territories in the activities of territorial communities in modern economic conditions, as well as the creation of an optimal and effective model of territorial community management.