Frolov D.P., Shishkov V.A. On the way to the standard regional marketing strategy: experience of the Volgograd region

Frolov D.P.

Doctor of Economic Sciences, Professor, Head of the Department of Marketing and Advertizing of Volgograd State University (ecodev@mail.ru)

Shishkov V.A.

Competitor for the Academic Degree of the Candidate of Sciences, Department of Marketing and Advertizing of Volgograd State University (slavashishkov@yandex.ru)

Abstract.

The experience of the introduction of the territorial marketing in the Volgograd region is systematized and analyzed. Stages and forms of this process are revealed, problems of the strategic marketing planning typical for Russian regions are detailed. Practical recommendations concerning the development of the basic regional marketing strategy are offered.

Key words: territorial marketing, marketing strategy, rebranding, stakeholders, identity.

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