| Popis: |
The article addresses theoretical and practical aspects of the application of territorial marketing tools and reveals the structure of elements in relation to the creation of the marketing complex of local communities. The 4 Ps of marketing are characterized (territorial product, price, place (distribution), and promotion of a territorial product), and the marketing tools of local communities are supplemented by the 2 Ps elements – policy and people, which currently have a certain impact on the development and management of communities based on the principles of marketing due to the expansion of democratic processes. Among the tools, the article examines the process of segmentation of consumers of a territorial product and marketing research of target groups that form similar directions of the needs of the consumer social services market. The importance of an approach to the development of a local community as a comprehensive system with numerous elements is emphasized. The system can be considered from three points of view: administrative and territorial structure of settlements, consumer environment of target groups, and sectors (branches). Structuring the elements of territorial marketing tools based on various approaches ensures high competitiveness and attractiveness of territories. |
