ТЕРИТОРІАЛЬНИЙ МАРКЕТИНГ: ЗМІСТ, ЗАВДАННЯ, СУБ’ЄКТИ, ІНТЕРЕСИ

Abstract

Marketing can help a country ensure its value, attract foreign tourists, interest international businessmen and investors, and make living, studying, and working in it prestigious. This applies not only to the country as a whole but also to its regions and local communities. The success of each territory determines the success of the country as a whole, and vice versa. However, does marketing contribute favorably to this process? Why is territorial marketing important? Territorial marketing is a strategic direction of marketing aimed at enhancing the attractiveness and competitiveness of a specific territory. Territorial marketing can be divided into two main categories: Marketing of territories aimed at increasing the attractiveness and image of the territory as a whole for both internal and external audiences; marketing within territories aimed at supporting and promoting specific products, services, and events within the territory; in this case, the inhabitants of the territory play two roles: they are a resource of the territory, participating in the process of creating goods, services, events, in the public life of this territory, and simultaneously consumers of state and municipal services, public goods, other resources, and potentials of the territory with their needs, problems, and desires. The full implementation of marketing throughout the territory of Ukraine is a task that requires not one decade to implement, although the first steps have already been taken. However, they, at the moment, mainly concern traditional marketing of specific goods and services, and as for marketing of the territories themselves, there are still very few positive changes. Western researchers of place marketing pay primary attention in their works to the differences between territories as objects of marketing compared to goods and services, aspects of the brand and image of territories, their impact on socio-economic development, strategies and tools for the development of marketing of a specific territory, global and local aspects. This article focuses on territorial marketing as objects of marketing attention and approach, as this issue is the least explored and extremely relevant. Territorial marketing plays an important role in the development of countries and their regions. The use of a marketing approach will help preserve the value of territories, attract investor attention, develop tourism and business, and also enhance the prestige of living and working. In turn, successful promotion of the territory requires a thorough understanding of the interests of various categories of consumers, as well as studying their roles and decision-making mechanisms. To achieve this, it is necessary to develop effective marketing strategies aimed at attracting and retaining consumer attention, as well as cooperating with various subjects of territorial marketing.