TERRITORIAL MARKETING AS A MODERN INSTRUMENT OF RISING COMPETITIVENESS OF THE REGION

Theoretical aspects of territorial marketing concept as an effective instrument to improve the competitiveness of the territory (region, city) are considered in this article. The opinions of scientists and practitioners on different aspects of territorial marketing are analyzed. Goals and directions of territorial marketing concept and strategy are characterized in detail; also its components are described. Author's interpretation of logic-structural scheme of territorial marketing is offered, which unites three main components: forming of living standards subsystem in the region, subsystem of positive territorial image creation and subsystem of territorial reputation forming. Influencing factors the formation of each subsystem are described. Accent puts on the creating a positive territorial image by means of branding because according to the principles of traditional marketing it is a technique, successfully implemented in practice. Author's conceptual scheme of positive territorial image forming by means modern marketing technologies are developed and presented here.