Municipal marketing as an effective tool for socio-economic development of urban space

The article examines the possibility of using municipal marketing tools for the purposes of sustainable socio-economic development of urban space. At the same time, it is established that specific measures of municipal marketing are determined by the institutional environment, which is formed depending on the type of urban settlement and the functional load of a particular locality. An indicator of the success of territorial marketing measures is the competitiveness and attractiveness of the city for agents, investments and resources. The course and variety of territorial marketing measures currently depend on the specifics of the institutional environment (the development of the level of economy, science, cultural, historical and social features). The focus on the digital economy leads to an increase in the innovative activity of economic entities, which is accompanied by the reorganization of both urban space and marketing tools. Evaluating the effectiveness of municipal marketing tools, it is concluded that the weak points that have a negative impact on the effectiveness of municipal marketing in Russia include institutions that do not provide the necessary infrastructure (both social and industrial), the commercialization of innovations, etc. In order to overcome some of the problems of most cities associated with the outflow of human capital and create comfortable working and living conditions, promising municipal marketing tools have been identified to ensure the socio-economic development of urban space.