The transformation of corporate experience in territorial development management: opportunities and limitations

In modern conditions, the territories become full participants of market relations and compete for different types of resources. The concepts of competitiveness and investment attractiveness of a territory include both physical characteristics of a territory, its economic parameters and socio-cultural elements reflecting the skills of human resources, values and emotional perception in the external environment. Marketing tools and elements become more and more widespread in territorial management. However, the commercial nature of traditional marketing requires deep understanding and detailed analysis for further modifications in territorial development. Despite the fact that the term territorial marketing is reflected in works of domestic and foreign researchers, its effectiveness and efficiency requires further development of theoretical and methodological aspects. The purpose of the research is to identify the key similarities and differences between traditional and territorial marketing, assess the opportunity of transforming corporate experience related to the elaboration of programs for territories’ development. The study covers the conceptual framework, tools, methodology, and methods used in commercial activity, as well as their possible adaptation to territorial development. The unity of commercial and territorial marketing is confirmed by similar basic principles and laws. The analysis and systematization of key differences reflects significant differences in goal setting and ideological component, peculiarities of marketing activity management, product understanding, effectiveness and efficiency assessment, which is a limitation and requires mandatory consideration when implementing the strategies and programs of socio-economic development of territories using marketing tools. The research novelty consists in identifying new criteria for comparing corporate and territorial marketing experience, as well as in-depth analysis of conceptual and ideological foundations of marketing activities. The research results may be useful to heads of territorial authorities, representatives of civil society organizations, as well as to specialists practicing marketing consulting of territories. The prospect of research into this subject is further development of theoretical and methodological aspects of territorial marketing.