Modern marketing strategies of territories

Abstract

An effective marketing strategy is needed for enhancing the competitive position of any territory in modern conditions of accelerating change and globalization processes. The essence of the marketing strategy of the territories is revealed, its main types are examined, as well as the conditions and means for their implementation. The marketing activity focuses on establishing a unique source of competitive advantages in order to expand the range of stakeholders involved in the development of the territory. Such source determines a set of specific marketing tools and ways of developing original models of territorial development. The marketing strategy of the territory, based on its provision of the necessary infrastructure for the functioning and development, requires the involvement of political, legal, financial, scientific and technical and other resources in improving market, socio-economic and other infrastructures. To do this it is necessary to hold press conferences, exhibitions, festivals, attract investment funds, new business structures and increase the flow of tourists, upgrade the infrastructure for travel, organize transport communication, develop the banking sector, improve the quality of service in various spheres, etc. A big number of working-age residents and low level of claims on income are preconditions for coming to the territory of new companies in need of unskilled labour force.