Territorial marketing: theory and practice

The textbook presents the modern concept of territorial administration. The main issues of territorial marketing are considered: the marketing environment of the territory, the subjects and the complex of means of implementing territorial marketing, consumer behavior, macro- and micro-segmentation, differentiation and competitiveness of the territory, positioning and branding of the territory, etc. The textbook reflects such categories as public benefit, local community, cultural, social and symbolic capitals of the territory, tourist destination, institutions of territorial development, etc. The process of client-oriented strategic planning of socio-economic development of the territory based on territorial marketing is presented. The process of organizing and managing territorial marketing is shown. Specific examples of territorial marketing of a country, region, municipality, or locality are given. Meets the requirements of the federal state educational standards of higher education of the latest generation. Designed for bachelors studying in the field of "State and municipal management", it will be useful for masters and postgraduates of the field of training "Management in state and municipal management", as well as marketers, entrepreneurs, communication managers, urbanists, specialists in the field of strategic management — anyone who solves issues of complex socio-economic development of the territory of various scale.