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Article

Маркетинговый подход к изучению мегаполиса: необходимость, принципы и перспективы

Экономическая социология. 2015. Т. 16. № 3. С. 74-109.

This paper focuses on the feasibility of urban development concepts in the frame of different and contradictory needs of city residents. The aim of this paper is to justify the need for marketing approach to big city investigations, define its key principles, and show its main prospects.

The author’s reasoning is based on comparison of "purposeful" and "spontaneous" logic of city development. Through the analysis of various urban conflicts, the author shows that the "spontaneous" logic can prevent urban development concepts, projects, and separate decisions influencing residential life   from being implemented when the diversity of residential needs is ignored. On the contrary, marketing approach to urban studies could combine "purposeful" and "spontaneous" logic and, thereby, support city management. However, far too little attention has been paid in the previous resident-oriented marketing studies to the behavioural differences of user groups and interrelated issue of the simultaneous place use.  There is also the essential gap in the topic of the selection process of target groups of the megacity marketing of various groups with contradictory interests.

 The elements influencing the strategy statement for megacity are considered and, on this base, the following basic principles of the megacity marketing analysis are formulated: 1) to make a comparison between the city benefits sought by its residents and visitors, on one hand, and those which the city or urban concept offers, on the other; 2) to identify user groups with alternative requirements to the city and alternative urban product concepts; 3) to apply the type of the city use as the basic segmentation descriptor.

Techniques of megacity marketing analysis are demonstrated using the results of the empirical study of several Moscow districts.

Practical value of the results obtained is that they can be used as an assessment tool for the urban development concepts feasibility.

This study (research grant No 14-01-02-02) is supported by The National Research University–Higher School of Economics’ Academic Fund Program in 2014/2015.