The Origin of Territory Marketing

Abstract

Today’s world is subjected to fast and deep changes, which is caused both by global transformations, their local specific features and profiles and wide proliferation of digitalization affecting all spheres of life for individuals, society and whole territories. Nowadays territories themselves need marketing so that entities of management could attain goals of different level. The goal of the article is to substantiate conceptual approach to territory marketing as a factor of social and economic city development in conditions of economy digitalization. The research used such general academic methods as analysis and synthesis, induction and deduction; specific methods – from abstract to concrete; systematization and generalization; economic-logical analysis; modeling. The proposed conceptual approach of territory marketing within the frames of social and economic development of territorial structures does not contradict to current views on theory and practice of managing social and economic development of territories but acts as their logical extension. Its implementation could provide continuous improvement of managerial processes in view of new comprehension of territory essence as a self-organizing system and as a summarizing, exhaustive resource identified on the basis of finding new signs of territorial product in the marketing-mix complex.

Keywords

• маркетинг города
• цифровизация
• цифровой маркетинг
• концептуальный подход