Identifying Key Stakeholder Groups for Implementing a Place Branding Policy in Saint Petersburg
... article defines the concept of key regional stakeholders and identifies them. The proposed target audience (stakeholder group) model for a place branding policy is tested on the case of Saint Petersburg. The authors show that each target audience of place marketing requires an individual policy. This is explained by the fact that each group enjoys its unique features that should be taken into account when creating and transmitting messages.
1. Scarlet Sails "recognized the best urban event in Europe,...
The layered approach to assessing marketing effectiveness
In the framework of the research problem of increasing the effectiveness of marketing activities, the authors describe a layered approach to assessing marketing effectiveness with the use of a balanced scorecard system, as well as the results of its practical application in the case of large industrial enterprises of the Kaliningrad ...
The institutional concept of territory marketing management
This article analyses the institutional concept of territory marketing. The authors suggest considering institutional environment as the key factor of territory management and the minimization of the transaction costs as the objective of territory management. The authors substantiate the cybernetic and synergetic ...