THEORETICAL ASPECTS AND SPECIFIC OF STRATEGIC MARKETING MANAGEMENT OF AREA DEVELOPMENT

Abstract

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.