THEORETICAL AND PRACTICAL ASPECTS OF TERRITORY MARKETING IN MODERN CONDITIONS

Abstract

Introduction. This study is devoted to identifying the key features of the theoreti- cal and practical component of territory marketing as a general tool for the formation and mainte- nance of competitive advantages in the sustainable development of the regions of our country. The relevance of the subject of this study is due to the need for scientific and theoretical clarification and justification of the relevance of territory marketing as a key tool in the implementation of the regional development strategy, which will allow taking into account the specific features of the territory, its strengths and weaknesses, as well as the potential socio-economic and environmental level of development of the territory. Materials and methods. Based on general scientific methods of cognition and scientific research analysis of domestic and foreign literature on the subject under consideration, the multifaceted components of the definition of territory marketing have been identified. Unlike marketing individual products or services, territorial marketing focuses on pro- moting an entire place, its unique qualities and opportunities to attract investment, tourists, talent- ed professionals and improve the quality of life of the local population. Research results. The rela- tionship between the development of the territory from the point of view of marketing promotion and brand creation, as a factor in attracting tourists and additional investments in the regions, has been established, but the participation of government agencies in the development of the territory's infrastructure remains important here. Important aspects of the application of ESG principles in the development of territories and regions are considered, and practical examples of these trends are given. Discussion and conclusion. In the course of the research, relevant scientific publications and the specifics of the practical implementation of territory marketing were considered and ana- lyzed, as a result of which the author's vision of this issue was formed, which in turn made it pos- sible to develop and propose practice-oriented recommendations for the development of regions through the territory marketing toolkit.