Territory Marketing

The textbook addresses the key issues of territory marketing research (structure, content, strategies, principles, tools, typology, potential), allowing specialists to obtain the most complete picture of this phenomenon in world and Russian practice at the moment. The authors reveal the... content of territory marketing as a management technology at the city/region/country level, identify problem areas of research, and determine the significance of innovations in the development of the field. Specific examples of the development of branding interactions and territorial management are provided. A separate chapter discusses aspects of territorial branding such as typology analysis, psychological structure, modeling tools, development, and evolution. The textbook is intended for university students studying in the fields of management, marketing, public and municipal administration.