MARKETING TOOLS FOR INCREASING THE INVESTMENT ATTRACTIVENESS OF THE TERRITORY

The article examines aspects of managing the investment attractiveness of territories through the implementation of a marketing complex at the level of territorial administrations. The purpose of the study is to create a system of recommendations for the use of marketing tools to increase the investment attractiveness of Russian regions. The already accumulated experience in using territory marketing is studied and trends in changing approaches to marketing of Russian regions that have developed under the influence of the new sanction reality based on the experience of domestic regions over the past two years are identified. Based on a study of traditional marketing tools, the author has developed a system of proposals for their use, taking into account the needs of Russian regions in promoting the image of their collective regional producer in the all-Russian and federal information space. The priority areas and order of application of both traditional marketing tools used to promote a regional manufacturer in recent decades in domestic and foreign practice, and innovative forms associated with the use of new technologies and the transformation of the information market space are studied. Innovative approaches have been developed to combine and adapt new and old tools to increase the investment attractiveness of regions in the current conditions of a shortage of foreign investment and technology. The range of the most significant recipients of marketing information is identified, both from among potential investors in the regions, and from among the intermediaries and aggregators necessary to promote and anchor the regional issuer in the federal investment space. Measures for adapting the territorial marketing complex to the preferences of target recipients of marketing information are specified. The necessity of a flexible approach to organizing the marketing of territories is proven, depending on their current investment attractiveness and the starting position of each region. Based on the results of the work done, criteria for classifying Russian regions (territories) into one of the groups requiring a differentiated marketing approach are developed.

territorial marketing, regional economy, public-private partnership, promotion, national manufacturer, investment, import substitution, infrastructure, digitalization

Litvinenko I. L. Marketing tools for increasing the investment attractiveness of the territory. Biznes. Obrazovanie. Pravo = Business. Education. Law. 2023;4(65):86—91. DOI: 10.25683/VOLBI.2023.65.821.