Роль стратегического видения в маркетинге и брендинге территорий

С. 672–678.

Rozhkov K. L., Troshin I.

Today following the trend of using business principles in place management places demonstrate the great raise of interest to the process of place marketing and branding in order to maintain their socio-economic growth. A lot of different marketing activities such as creating place brand, event-marketing, advertising and PR-campaigns are used by their local governments. However, these activities are usually unsystematic and uncoordinated that leads to poor, ineffective and sometimes negative results including stakeholders’ conflicts. Strategic vision, which is used in classic marketing, can become a key point to solve this problem. Defining and developing of this vision can help to find out what the stakeholders think about their place and how they image it in future. This research paper considers the strategic vision as an instrument to strategic planning.

Keywords: place marketing, стратегическое планирование, территориальный маркетинг, Strategic planning

In book

Международная научная конференция «Ломоносовские чтения-2016». «Экономическая наука и развитие университетских научных школ» (к 75-летию экономического факультета МГУ имени М. В. Ломоносова): Сборник статей

М.: Экономический факультет МГУ им. М.В. Ломоносова, 2016.