THEORETICAL AND METHODOLOGICAL FOUNDATIONS OF TERRITORY MARKETING IN ENSURING SOCIO-ECONOMIC DEVELOPMENT OF REGIONS

Abstract

Introduction. The article clarifies that the analysis of the theoretical founda- tions and practical approaches to the implementation of territory marketing is extremely im- portant. The importance of territory marketing for the socio-economic development of the re- gions is also noted. The key principles and methods of territorial marketing are considered, including the creation of a unique image of the region, strategic planning, segmentation of tar- get audiences and branding. Special attention is paid to digital technologies and their role in promoting territories. The effectiveness of the applied strategies is demonstrated using the ex- ample of Kazan and other regions. Research results. In addition to the positive aspects related to territorial marketing, a number of problems and difficulties can be noted, which may be re- lated to a lack of understanding by the leadership of the territory or business of the priorities necessary for the development of the region. A significant problem is also the lack of concen- tration on the desired image for the target audience, which would be attractive and perceived properly by tourists, residents and investors. Discussion and conclusion. It is advisable to pay special attention to digital technologies and their role in promoting territories. An integrated approach, coordination of actions of local authorities, business and society is important for the successful implementation of territory marketing. The works of leading scientists, such as F. Kotler, S. Anholt et al., should be used as a theoretical basis. as well as modern research in the field of territorial branding.