FEATURES OF THE INTRODUCTION OF TERRITORIAL MARKETING STRATEGIES IN UKRAINE
Journal Title: Проблеми системного підходу в економіці - Year 2017, Vol 6, Issue 62
Abstract
The connection between the decentralization of power that is taking place in Ukraine since 2015 and the introduction and implementation of territorial marketing strategies is considered in the article. The decentralization of power gives additional opportunities for the creation of regional marketing innovations. The implementation and development of territorial marketing strategies will resolve a number of social issues, such as improving migration processes, creating additional jobs, and improving the standards of living in the rural territories and in the small cities. Marketing strategies give territories the instruments and the opportunities to face numeral challenges, either in attracting activities or in satisfying population needs. The competition between territories tends to the structural improvement of public administration, education, health, and social security systems. Territorial development demands coordination between economic, social, and cultural issues, with different initiatives and orientations of the local actors. The territorial attraction capacity is building upon global territorial strategies, involving: geographical factors, economic factors, human factors, and urban factors. Territories should offer a good representation, that can’t be based only on the economic conditions. Successful promotion of a territory is a process of creating a promise of work and commercial opportunities but also a promise of leisure time, of social and cultural life. Domestic governors and other local actors should engender anticipation strategies according to the modern requirements of the economy and interterritorial competition, encouraging infrastructural changes, quality of life and human resources formation.
Authors and Affiliations
S. E. Ramenska, V. L. Sibruk
Keywords
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