RELATIONS MARKETING TECHNOLOGIES IN MANAGING THE COMPETITIVENESS OF A TERRITORIAL COMMUNITY

Abstract

The article considers the main theoretical provisions of the use of marketing technologies as an informal institution in the management of territorial communities. The purpose of the article is to improve the existing theoretical and applied provisions of the implementation of marketing management tools in the activities of territorial communities in order to strengthen their competitive position. The relevance and expediency of using marketing in the management of a community as an administrative-territorial unit, the importance of marketing technologies as a tool for managing the competitiveness of a community are substantiated. Marketing of a territorial community is proposed to be considered as a process of municipal management for the benefit of regional authorities and residents of the territory, the purpose of which is to promote and develop the economic and social system of the community, through the use and creation of competitive advantages, based on new innovative technologies, both in the process of creating new products and services, and in the municipal management system. It is proved that the use of certain marketing tools in the management of a territorial community depends on the stage of development of regional management and the horizon of decisions made by local authorities. A list of the most common tools has been formed: determining the goals of the development of a territorial community based on the use of marketing analytics tools; forming programs for the development of a municipal entity based on the use of databases and defining target benchmarks; implementing a set of regional development programs by substantiating the choice of markets, the possibilities of applying cluster technologies, and the formation of network structures. The main tasks of marketing as a tool for community development have been determined. The functional aspect of marketing of a territorial community has been considered. The key areas of regional management have been determined and the possibility of their implementation based on a marketing approach is evidence of the relevance of the use of marketing technologies. The essence of benchmarking has been investigated within the framework of developing a territorial development strategy.