Куликова Е.С.

Purpose. The article is devoted to assessing the sustainability of the marketing potential of the territory in modern conditions. Marketing potential determines the competitiveness and efficiency of functioning in modern conditions any local area, provided that the image of the territory and its popularity among the subjects: residents and non-residents of the territory. Scientific novelty. Marketing development of the region generates the need to address key issues: increasing revenues, improving the quality of education, nutrition and the quality and diversity of medical services in accordance with modern standards and demand-side actors of the territory, development of the labour market and many other vital aspects. In the study, it is necessary to study the socio economic development of the region, as it is a socio economic system is the basis for the development of the territory. Results. The article presents the empirical research of the socio economic system of the Sverdlovsk region in the framework of the ongoing study, identified strengths and weaknesses of development of the territory in terms of marketing potential. Presents key points, impeding the sustainable development of the territory, as well as the directions of increase of competitiveness of the research object.

Purpose. Study of marketing strategic management of the territory features and its difference from the overall marketing. Methods. A comparative analysis of general and territorial marketing and revealed some specificity that distinguishes it from the company's marketing. Authors presented the marketing genesis as part of the territorial system of reproduction. The preconditions for the development of marketing strategy development of the area. Results. Based on the analysis authors justified territorial marketing as a holistic innovation management system in the municipality. Tendencies of formation and development of territorial marketing in a market economy were revealed. Scientific novelty. Scientific novelty consists in determining the specific features of territorial marketing as a particular manifestation of an innovative method of territory administration.