The role of creative capital in the system of management of the territorial development

The article reveals the distinctive characteristics of the marketing approach to management of the territorial development. The authors focus on the analysis of the communication environment features generated in the network society and its impact on the improvement of managerial technologies. According to authors’ opinion, the key factor of successful implementation of the new marketing strategy in territorial development should become the creative capital. The most effective technology designed to ensure the growth of creative capital is the branding of the territory. The authors conclude that the depth discrepancy between the image or the brand of territory that is outside exported and internal estimate of reality is an important factor reducing the index of creative capital and a major obstacle to innovation territorial development.