Vision and Market Segmentation in Urban Strategy through Marketing Approach: A Case Study of Sumy City
Journal: Acta Universitatis Sapientiae European and Regional Studies
Year: 2021

Abstract Competition for all kinds of resources has started among the Ukrainian cities and first of all for human capital. Therefore, a proper strategic planning is the uppermost priority for local governments. In this paper, the vision and market segmentation of the adopted strategy for the socio-economic development of the Ukrainian city of Sumy is analysed using the comparative method and content analysis. It aims to demonstrate that the city marketing approach towards strategy creation helps