PUBLIC MANAGEMENT AND ADMINISTRATION OF TERRITORIES: MARKETING ASPECT

Abstract

In the article, based on the analysis of the national legislative framework, scientific works, and experience on common practices of the activities of regional authorities, the problem of insufficient attention on the part of state authorities and local self-government to introduce the concept of territorial marketing is outlined. The specific characteristics of territorial marketing as a philosophy of territorial development using modern tools have been identified. The subjects of promotion of the territories to which are referred to are: central government bodies; local self-government bodies and local state administrations; public and public figures (national and foreign), officials of international organizations, politicians, scientists and educations, culture and the arts; subjects of economic activity of all kinds and industries (enterprises, institutions, and organizations, head offices and representative offices of corporations, holdings, tourist operators and agencies, hospitality establishments (hotels, catering establishments, entertainments), trade networks, etc.); representatives of business and market infrastructure (territorial economic development associations, trading houses, transport enterprises, communications, mass media, financial institutions, etc.); non-governmental organizations, and branches of political parties; sports clubs, committees, and federations; educational institutions; diaspora; others.

It is proposed to define three levels of implementation of territorial marketing measures, namely: macro level – the level of central state authorities; mezzanine – the level of local self-government bodies and local state administrations; micro-level – the level of individual business entities; this, unlike existing approaches, allows you to differentiate between entities marketing territories. Some types of activities and performers are outlined, according to the proposed levels of management.