TERRITORIAL MARKETING AS A TOOL FOR MANAGING SOCIO-ECONOMIC DEVELOPMENT OF A CITY

Abstract

Purpose. To explore marketing opportunities for the territory of the city of Kamensk-Uralsky for the purpose of its socio-economic development; to implement the function of planning socio-economic development of the city of Kamensk-Uralsky through territorial marketing tools on the basis of a comprehensive analysis of the marketing potential of the territory's promising markets. Research methodology. The research is based on methods of collection, processing and analysis of primary and secondary data on marketing opportunities of the territory of the city of Kamensk-Uralsky, as well as quantitative and qualitative PEST and SWOT analysis methods. A qualitative survey method, namely in-depth expert interviews was used for the purposes of field research. Results. The article examines theoretical and methodological issues of territorial marketing and contains quantitative and qualitative analysis of marketing opportunities of the territory of the city of Kamensk-Uralsky. Based on the results of the analysis it is revealed that implementation of territorial marketing tools aimed at a promising market of consumers of the territory's services, namely tourism and hospitality market, is one of the key area of socio-economic development of the city of Kamensk-Uralsky. Through implementation of territorial marketing tools, namely image marketing, positioning of tourist attractions, tourism infrastructure, and marketing of people, key strategic and tactical solutions for development of the tourism and hospitality market for the five-year term are developed. Scientific novelty consists in the development of strategic and tactical territorial marketing tools for development of marketing opportunities of the city of Kamensk-Uralsky on the basis of a comprehensive analysis of the marketing potential of promising markets in the territory.