НАПРАВЛЕНИЯ РАЗВИТИЯ ТЕРРИТОРИАЛЬНОГО МАРКЕТИНГА В СИСТЕМЕ РЕГИОНАЛЬНОГО УПРАВЛЕНИЯ РЕСПУБЛИКИ ДАГЕСТАН

Abstract

The authors consider the strategy of territorial marketing as a mechanism for increasing the competitiveness of the region and its investment activity. Within the framework of this approach, based on the SWOT analysis of the republic's existing potential, the competitive advantages’ factors are identified and the territorial marketing development in the region is evaluated. The authors conducted the analysis of the best practices of territorial marketing in the regions of Russia, which showed that all of them have specialized structures for the territorial marketing development. To solve the existing problems in this area, a model of the territorial marketing management system in the Republic of Dagestan is proposed and a list of measures for the implementation of regional marketing strategies is defined for each of the program’s strategic directions. Within the framework of this model, it is proposed to create specialized marketing institutes for the development of marketing activities in the republic. For each strategic direction of territorial marketing development in the region: image marketing, attraction marketing, infrastructure marketing and population marketing, a set of measures is proposed that form a systematic integrated approach. To increase the effectiveness of the implementation process of strategic marketing directions in the republic, it is proposed to provide them with information support based on the use of crowdsourcing.