ISSUES OF INTERCONNECTION BETWEEN TERRITORIAL MARKETING AND INVESTMENT MARKETING IN ATTRACTING INVESTMENTS IN REGIONAL DEVELOPMENT

Abstract

Introduction. The article notes the demand for the concept of territory marketing in modern conditions, which is associated with substantiating promising directions for the development of the regional economy. This direction objectively requires investment, which actualizes the interest in investment marketing and mediates the study of the relationship between territory marketing and investment marketing of the territory. Materials and methods. We rely on the analytical consideration of the point of view of specialized specialists and experts regarding understanding the essence and basic characteristics of investment marketing, investment marketing of the territory, and marketing of the territory. Methods of search, comparative analysis, and synthesis of information were used to formulate consistent conclusions. Research results. Territory marketing, in the course of implementing a wider range of tasks, includes investment marketing of the region, which is necessary to attract resources to the implementation of the main areas of importance for the regional economy, such as: formation and development of the image, building up of infrastructure, growth of attractiveness for desirable audiences and partners and the population. Discussion and conclusion. Territory marketing is a broader theoretical field and applied functionality, as opposed to investment territory marketing. It is advisable to consider investment region marketing as a supporting function of territory marketing