Improving the Functioning of the Territorial Marketing System (Using the Example of the Regions of the Russian Federation)

This article analyzes the concept of a “territorial marketing system” and characterizes its essential features. Elements of territorial marketing are considered within the framework of the territorial brand concept (marketing mix: brand awareness, territorial brand reputation, perception of territorial brand values, customer loyalty and satisfaction, branded search traffic, and territorial brand memorability). A comparative analysis of territorial marketing in Russian regions is provided, reflecting the specifics of territorial image formation for individual economic entities in the country. A comparative analysis of best international and domestic practices characterized by highly effective territorial marketing systems is conducted. Problems with the functioning of territorial marketing systems at the meso-level are identified, and solutions are proposed based on the transformation of existing systems in the context of the country’s modern technological and digital development. These proposals are aimed at improving the territorial marketing system in the regions of the Southern Federal District of the Russian Federation (from the standpoint of consistency, adaptability, institutionalization, creativity, and interactivity) in order to improve the quality of life of the population of the subjects through the creation of an effective system for promoting the region in the short, medium, and long term.