Implementation practices of the marketing investment model by the single-industry city of Togliatti

The paper presents the results of a survey conducted in the spring of 2017 in order to determine the effectiveness of the investment model of the place marketing. The research subject is the situation prevailing in the single-industry city of Togliatti. The analysis shows that a narrowly focused model of investment place marketing is unable to solve many social problems, primarily, to create the favorable environment for human life and activities. The chosen path allowed one to attract investments and create jobs but it did not stop the out-migration of young people, did not solve education and culture problems as well as did not raise the living standards of the population. In the authors’ opinion, in order to overcome this situation, it is necessary to focus on the basic concepts of the knowledge economy theory and the creative city while using the place marketing in strategic planning.