MARKETING TOOLS FOR FORMATION AND DEVELOPMENT OF TERRITORIAL ADVANTAGES FOR THE TARGET AUDIENCE OF «POPULATION»

Abstract

The role and directions of application of marketing tools in processes of formation and development of attractiveness of territories for the target audience of «population» is considered in the article. It is indicated that the general tendency of territorial management is to change the target orientations of programs and strategies in favor and interests of the main target groups. The definition of the category «settlement appeal» is formed. The priority of the target audience of the «population» as a customer, participant and beneficiary of territorial marketing programs are substantiated. Some foreign practices (Austria, USA, France, Germany, Slovenia), Implementation of marketing tools and technologies in the policy of increasing the settlement attractiveness of the territories are summarized and possibilities of their use in Ukraine are defined.

Keywords

• територіальний маркетинг
• цільові аудиторії
• населення
• поселенська привабливість
• політика привабливості території
• маркетингові інструменти