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Area development management based on marketing tools: Methodological considerations

Vol. 20, Iss. 2, FEBRUARY 2020

Received: 25 November 2019

Received in revised form: 13 December 2019

Accepted: 19 December 2019

Available online: 14 February 2020

Subject Heading: REGIONAL STRATEGIC PLANNING

JEL Classification: M31, M38, P25, R11, R58

Pages: 236–248

https://doi.org/10.24891/re.18.2.236

Artashinа I.A. Nizhny Novgorod Institute of Management, Nizhny Novgorod Branch of RANEPA, Nizhny Novgorod, Russian Federation
artashina@mail.ru

https://orcid.org/0000-0002-2693-6857

Dudina V.Yu. Nizhny Novgorod Institute of Management, Nizhny Novgorod Branch of RANEPA, Nizhny Novgorod, Russian Federation
v.tsyganova@mail.ru

https://orcid.org/0000-0002-9452-0677

Zhul'kova Yu.N. Minin Nizhny Novgorod State Pedagogical University (NNSPU), Nizhny Novgorod, Russian Federation
zhulkova@mail.ru

https://orcid.org/0000-0002-9016-920X

Subject This article discusses the issues related to improving the competitiveness of regions, effective management of areas' limited resources in the face of significant differentiation in the level of socio-economic development.
Objectives The article aims to determine the level of activity of marketing technology use when managing an area's development.
Methods For the study, we used scientific and statistical research methods, a content analysis, and table data visualization techniques.
Results The article outlines the main approaches to the implementation of region marketing, focusing on the use of theoretical and practical marketing opportunities. To eliminate inaccuracies in the paperwork and ensure the consistency of interests of stakeholders in the field of strategic planning and area development management, the article proposes to expand the list of marketing tools used.
Conclusions and Relevance There are some contradictions and imperfections in the current strategic documents. The information presented can be used by authorities at all levels to address issues related to improving the system of area strategic planning and the effectiveness of marketing methods in the management process.

Keywords: place marketing, marketing tools, territory development management, social and economic development of regions

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