Territory attractiveness conceptual foundations: a marketing approach

Modern marketing provides powerful tools that contribute to the region’s uniqueness and attractiveness development. The article examines the categories of «attractiveness», «territories attractiveness », and gives the author's «investment attractiveness» definition from the marketing’s approach perspective. Investment attractiveness is the degree to which universal conditions (objective and subjective characteristics, advantages, opportunities, and limitations) meet the expectations of the investment activities beneficiaries. It reflects the potential to attract investments and transform them into projects, productions, products and services.