Institutionalization Of Place Marketing (Case Of Representative Russian Region)

In recent years the special attention is paid to territorial marketing, it is defined by one of instruments of social and economic development and increase in capacity of the territory, and the marketing paradigm gains more and more wide circulation. However there aren't many examples of the strategic oriented and complete approach in this area, the special programs and marketing strategies. The experience of any subject which generalization promotes an increment of knowledge and promotes search of new perspective ways of development is of great importance for researchers and practitioners. The Volgograd region is rather developed and, at the same time, quite representative region from the point of view of the marketing strategy which analysis of experience allows to allocate the typical mistakes and widespread problems of integration of the principles of territorial marketing to the system of regional strategic management. Developing the marketing strategy of the Volgograd region and its implementation it is necessary to consider the existing experience of other territories. The analysis and reconsideration of the work done in recent years, in the field of territorial marketing in the Volgograd region, will allow to avoid the mistakes and to adapt the positive experience. For this purpose, was organized and analyzed the experience of the implementation of territorial marketing, highlighted stages and forms of this process, detailed the typical for Russian regions problems of strategic marketing planning. Besides, the practical based on off-site experience recommendation about development of regional marketing strategy are offered.