MUNICIPAL MARKETING IN MANAGEMENT OF THE TERRITORY DEVELOPMENT

Abstract

Purpose. The study of the characteristics and the role of marketing in the territory development management. Methods. The author used content analysis of the scientific literature, periodicals websites to complex characteristics of municipal marketing and its role in the development of the territory. Results. The article discusses the relationship between globalization and the need to use in the management of territories, cities such market-based management as a municipal marketing to enhance the competitiveness of territories. Author proposed to estimate the effectiveness of municipal marketing for a number of key indicators characterizing socio-economic development of the municipality. Scientific novelty. Objective, main principles, functions of municipal marketing, highlight the methodological features, differences between municipal and commercial marketing, means achieving not only economic but also social effects were defined.