IMPROVING THE FUNCTIONING OF THE TERRITORIAL MARKETING SYSTEM (USING THE EXAMPLE OF THE REGIONS OF THE RUSSIAN FEDERATION)
Journal: Vestnik Volgogradskogo gosudarstvennogo universiteta Ekonomika
Year: 2025

This article analyzes the concept of a “territorial marketing system” and characterizes its essential features. Elements of territorial marketing are considered within the framework of the territorial brand concept (marketing mix: brand awareness, territorial brand reputation, perception of territorial brand values, customer loyalty and satisfaction, branded search traffic, and territorial brand memorability). A comparative analysis of territorial marketing in Russian regions is provided, reflec