Keyword: «marketing strategy»

The article substantiates the feasibility of using territorial marketing, strategic and project management in state and municipal government to achieve national goals and strategic development goals, approved by Decree of the President of the Russian Federation of May 7, 2018. Using the development of marketing strategies for territorial management as an example, the advantages of the ADVANTA project management system for introducing a project approach in territorial management are considered.

Тhe aim of the study is marketing tools and technologies for the formation of the consumer value of the product. At the moment, they are relevant for companies of any size and any specificity. Global trends such as the emergence of disruptive technologies, digitalization and accelerated product lifecycle are driving radical changes in some areas. Pricing is changing, new players appear who move to the profitability zone, and the introduction of new ideas and developments is accelerating. The frequency of emergence of new opportunities and threats, as well as the speed of their penetration into the market, continues to grow. Every year new technologies penetrate our life faster and faster, and companies have less time to implement them. Marketing tools are a specific product in the market.

The article considers the role of marketing strategy, provides various definitions of marketing strategy, on the basis of which the current paradigm of modern marketing strategy is formulated, and also provides a conclusion about what should be the main focus in modern conditions of all marketing strategies.

Recently, strategic analysis has become an integral part of enterprise management, representing a set of various tools and methods that allow not only to determine its position in the market, but also to form various directions of strategic development. The article considers the methodology for using SPACE-analysis to evaluate the marketing strategy of an enterprise. SPACE analysis is used as a strategic planning tool.

The relevance of the chosen research topic is determined by the importance of developing and implementing a marketing strategy of the municipality aimed at creating a favorable image of the territory, ensuring the socio-economic development of the territory and meeting the needs of the population as much as possible. This article examines the theoretical aspects of evaluating the effectiveness of the marketing strategy implementation at a municipal level aimed at increasing the marketing potential of the territory. The purpose of the article is to examine approaches to the study of the marketing strategy of a municipality, the definition of its strategic goals, the specification of tasks, the consideration of various strategy concepts and the interrelationships of marketing elements. Also, the paper discusses various methods of analysis and evaluation of the marketing potential of the municipality, which will reveal its competitive advantages and ensure investment attractiveness. Based on the analysis of existing methods for assessing the marketing potential of a municipality, the need to work out an original approach to its assessment is justified.