MARKETING MANAGEMENT: THEORY AND METHODOLOGY OF DEVELOPMENT OF THE TERRITORY IMAGE AND BRAND IN THE FORMATION OF CHAINS OF INTERFIRM INTERACTIONS
Abstract
The article appeals to the development of theoretical and metalogical basics for the development of the image and brand of territorial entities: countries, regions, federal districts, territories, regions, cities, etc. in solving problems of creating chains of inter-company interactions. The authors consider that the inclusion of organizations into the chains of added value, particularly while the organizing export supplies, could be more effective. To gain this, the territories where organizations are located, which claim to participate in such chains, should have an attractive image. The authors come up with the idea of developing of the image and brand of the territories on the basis of marketing management principles. They help producers to create consumer values for buyers that provide them with additional advantages in consumption. The article can be used to develop the specific methodological guidelines for solving the problems of territorial development in different regions.
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