Practical Marketability of Public Spaces Product Concepts Development in Megacity - Marketing Aspects (the Case of Mitino Landscape Park, Moscow)

Territory marketing field is still of a crucial importance and is often covered in Russian and foreign scientific researches. This master thesis is attempting to organize and summarize the approaches to the analysis of the territory in the marketing and urban planning. Furthermore the author is using a new method that analyze the product concept development of the territory through its attributes and ways of use of public space by users. It is often happens that the residents opinion remain unaccounted by decision making managers in terms of place usage. The product concept of Mitino Park, the only Moscow landscape park was developed, but unfortunately negatively perceived by the place inhabitants. In order to find the gap between the interests of the inhabitants and managers that created the concept development strategy, the method of analyzing the concept development has been applied to generate special questionnaire. Finally, with the help of analysis of responses it was not only preferred concept determined, but also the cluster of its key users described in detail. The results is planned to be used in order to correct current developed product concept of the Mitino park.