The Role of Marketing Environment and Target Audiences in the Process of Territory Brand Formation

Kalieva O.M., Ivanchenko O.V., Mirgorodskaya O.N.
European Research Studies Journal, Volume XXI, Special Issue 2, 63 - 71, 2018
EOI: 10.11214/thalassinos.21.06.008

Abstract:

The article covers the role of marketing environment and target audiences in the course of territory branding formation, in successful territorial development modeling. The elemental composition of marketing environment of the territory and the structuring of the territory in the framework of its marketing management are provided in it. Authors’ classification of target audiences of territorial formation is offered in the paper, namely stakeholders of the territory participating in the process of territory brand formation and acting as subjects participating in its further promotion.


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