Implementation of Place-Based Marketing Tools by Regional and Municipal Authorities in Russia

Place-based marketing contributes to the development of the territory, expanding its influence, creating a positive reputation, improving the image, and thereby increasing the competitiveness of that territory. This study considered territorial marketing programs, including marketing tools used by regional and local authorities in the Russian Federation to promote territories. The uniqueness of this study is based on its focus on the municipal level of territorial marketing programs, which allowed us to identify specific problems in the application of territorial marketing tools in Russia to find ways to solve them. The goal of the study was to establish the features and capabilities of the main directions and tools of territorial marketing in Russian regions to support their development projects. The hypothesis was the assumption that the formation of municipal programs of territorial marketing does not take into account projects at the federal and regional levels that are implemented in the respective municipal territories. Upon completion of this study, this hypothesis was confirmed. Even though the regional authorities take into account the focus and planned activities of state programs when developing their activities, at the municipal level this trend was not found. This paper has 121 pages, including the title page, table of contents, introduction, three chapters, conclusion, list of references, as well as appendices.