Territory Marketing: Its Notion, Specific Features and Implementation Stages

Abstract

The real production research is devoted to the analysis and knowledge systematization of territorial marketing as one of the leading directions of strategic management on administrative-territorial education providing its sustainable development. In spite of the fact that the described phenomenon strongly has entered into modern Russian reality, a different interpretation in the name, contents, methods, tricks and strategy is being observed. Therefore, in this study are indicated problems of implementation of the concept of territorial marketing in Russia, studied its types and characteristics within the concept of the 4-P. The authors proposed approach to the classification of territorial marketing strategies for the eight reasons: the direction of marketing activities, marketing concepts, technology implementation, the method of implementation, referring to product demand, factors of attractiveness, the concept of the Boston Consulting Group (BCG), the basic method of development of the territory, the core conceptual brand. The possibility of their use as an example of municipal formation town of Taganrog (Russian Federation) and the main tourist areas in Southern Russia. Also provided is the author's ability to implement marketing areas, consisting of four successive stages - preliminary, research, staged and realizable. At the same time justified the essence of these steps make up the stages, their methods and means to achieve purposes. DOI: 10.5901/mjss.2015.v6n3s4p165