Механизмы реализации территориального маркетинга в контексте стратегического развития регионов

Abstract

The article discusses the mechanisms for implementing territorial marketing for the strategic development of regions. The relevance of this topic is due to the spatial imbalance in the economic situation of urban and more developed territories, while rural areas are in decline, which allows talking about the need to implement territo-rial marketing for a particular region. It is emphasized that as part of the economy globalization and increased competition between territories for resources, tourist flows, entrepreneurial initiatives, the principle “think global-ly – act locally” is the most effective. It is revealed that territorial marketing, aimed at the strategic development of the region, includes integrated resource management, promotion of economic development of the region, ensuring social well-being and stakeholder satisfaction, determination of business attraction strategies, and interaction with the local population. Both foreign and Russian experience of territorial marketing in the sphere of strategic development of regions is analyzed. The mechanisms of its realization are presented: regional marketing management, formation of an effective system of sales market, demand and supply, creation of a positive image and brand development. Conclusion dwells upon the fact that the mechanisms of territorial marketing, taking into account the interests of all parties, comprehensively affect the development of the re-gion.