Keyword: «municipal marketing»

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.