Communication and Marketing Technologies of Territory Promotion: Forming Professional Market in Russia

Abstract

The purpose of the paper is to analyze a market of territorial marketing as a special, significantly different from the commercial  market in the post-Soviet space.  Attempts to characterize this territorial  marketing market in general have not yet been undertaken. The authors have set a task to answer questions about their understanding of the territorial marketing essence; nature of interest of any territories in general and post-Soviet territories, in particular, in the use of marketing tools in its strategic development; territorial marketing market structure – customers of such services on behalf of territories, research organizations, marketing, advertising, design and other organizations creating convenient marketing products, and furthermore means for advertisement positioning and organizations providing opportunities for special events in the interests of territories promotion. On the basis of a comparative analysis of the territorial marketing markets of a number of countries leading in the post-Soviet space which are not members of the European Union, an analysis of statistical data and expert surveys, the conclusions have been made: Russia occupies the leading place in this field - and in absolute criteria (budgets, territories need), and in quality of work. But in the recent years Kazakhstan is actively developing territorial marketing technologies and this country is ahead of Russia in a number of areas. It is important that the territorial marketing markets of Russia, Kazakhstan and other post-Soviet countries are not isolated from international ideas and market structures. The main developments for the Russian territories are based on the ideas and methodology of the British school of territorial marketing. Foreign marketing structures, primarily from Great Britain and the Netherlands almost always participate (and often win) in significant tenders for territories ordering being held in Russia and other CIS countries.