<?xml version="1.0" encoding="UTF-8"?>
<!DOCTYPE article PUBLIC "-//NLM//DTD JATS (Z39.96) Journal Publishing DTD v1.3 20210610//EN" "JATS-journalpublishing1-3.dtd">
<article article-type="research-article" dtd-version="1.3" xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance" xml:lang="ru"><front><journal-meta><journal-id journal-id-type="publisher-id">sat</journal-id><journal-title-group><journal-title xml:lang="ru">НАУКА и ТЕХНИКА</journal-title><trans-title-group xml:lang="en"><trans-title>Science &amp; Technique</trans-title></trans-title-group></journal-title-group><issn pub-type="ppub">2227-1031</issn><issn pub-type="epub">2414-0392</issn><publisher><publisher-name>Belarusian National Technical University</publisher-name></publisher></journal-meta><article-meta><article-id pub-id-type="doi">10.21122/2227-1031-2020-19-2-125-129</article-id><article-id custom-type="elpub" pub-id-type="custom">sat-2298</article-id><article-categories><subj-group subj-group-type="heading"><subject>Research Article</subject></subj-group><subj-group subj-group-type="section-heading" xml:lang="ru"><subject>ЭКОНОМИКА ПРОМЫШЛЕННОСТИ</subject></subj-group><subj-group subj-group-type="section-heading" xml:lang="en"><subject>ECONOMY IN INDUSTRY</subject></subj-group></article-categories><title-group><article-title>Коммуникационные и маркетинговые технологии продвижения территорий: к вопросу о формировании профессионального рынка в России</article-title><trans-title-group xml:lang="en"><trans-title>Communication and Marketing Technologies of Territory Promotion: Forming Professional Market in Russia</trans-title></trans-title-group></title-group><contrib-group><contrib contrib-type="author" corresp="yes"><name-alternatives><name name-style="eastern" xml:lang="ru"><surname>Чечулин</surname><given-names>А. B.</given-names></name><name name-style="western" xml:lang="en"><surname>Chechulin</surname><given-names>A. V.</given-names></name></name-alternatives><bio xml:lang="ru"><p>Доктор философских наук, профессор </p><p>г. Санкт-Петербург</p></bio><bio xml:lang="en"/><xref ref-type="aff" rid="aff-1"/></contrib><contrib contrib-type="author" corresp="yes"><name-alternatives><name name-style="eastern" xml:lang="ru"><surname>Кузнецов</surname><given-names>А. Л.</given-names></name><name name-style="western" xml:lang="en"><surname>Kuznecov</surname><given-names>A. L.</given-names></name></name-alternatives><bio xml:lang="ru"><p>Доктор экономических наук, профессорАдрес для переписки: Кузнецов Андрей Леонидович – Ижевский государственный технический университет имени М. Т. Калашникова, ул. Студенческая, 42, 426069, г. Ижевск, Российская Федерация. Тел.: +7 3412 77-08-34    alkuznetsov_63@mail.ru</p></bio><bio xml:lang="en"/><email xlink:type="simple">alkuznetsov_63@mail.ru</email><xref ref-type="aff" rid="aff-2"/></contrib><contrib contrib-type="author" corresp="yes"><name-alternatives><name name-style="eastern" xml:lang="ru"><surname>Грахов</surname><given-names>В. П.</given-names></name><name name-style="western" xml:lang="en"><surname>Grakhov</surname><given-names>V. P.</given-names></name></name-alternatives><bio xml:lang="ru"><p>Доктор экономических наук, профессор</p><p>г. Ижевск</p></bio><bio xml:lang="en"/><xref ref-type="aff" rid="aff-2"/></contrib><contrib contrib-type="author" corresp="yes"><name-alternatives><name name-style="eastern" xml:lang="ru"><surname>Перфильева</surname><given-names>М. Б.</given-names></name><name name-style="western" xml:lang="en"><surname>Perfil’eva</surname><given-names>M. B.</given-names></name></name-alternatives><bio xml:lang="ru"><p>Доктор социологических наук, доцент</p><p>г. Санкт-Петербург</p></bio><bio xml:lang="en"/><xref ref-type="aff" rid="aff-3"/></contrib></contrib-group><aff-alternatives id="aff-1"><aff xml:lang="ru"><institution>Северо-Западный институт управления Российской Академии народного хозяйства и государственной службы</institution><country>Россия</country></aff><aff xml:lang="en"><institution>North-West Institute of Management, the Russian Presidential Academy of National Economy and Public Administration</institution><country>Russian Federation</country></aff></aff-alternatives><aff-alternatives id="aff-2"><aff xml:lang="ru"><institution>Ижевский государственный технический университет имени М. Т. Калашникова</institution><country>Россия</country></aff><aff xml:lang="en"><institution>Kalashnikov Izhevsk State Technical University</institution><country>Russian Federation</country></aff></aff-alternatives><aff-alternatives id="aff-3"><aff xml:lang="ru"><institution>Санкт-Петербургский государственный экономический университет</institution><country>Россия</country></aff><aff xml:lang="en"><institution>Saint Petersburg State University of Economics</institution><country>Russian Federation</country></aff></aff-alternatives><pub-date pub-type="collection"><year>2020</year></pub-date><pub-date pub-type="epub"><day>01</day><month>04</month><year>2020</year></pub-date><volume>19</volume><issue>2</issue><fpage>125</fpage><lpage>129</lpage><permissions><copyright-statement>Copyright &amp;#x00A9; Чечулин А.B., Кузнецов А.Л., Грахов В.П., Перфильева М.Б., 2020</copyright-statement><copyright-year>2020</copyright-year><copyright-holder xml:lang="ru">Чечулин А.B., Кузнецов А.Л., Грахов В.П., Перфильева М.Б.</copyright-holder><copyright-holder xml:lang="en">Chechulin A.V., Kuznecov A.L., Grakhov V.P., Perfil’eva M.B.</copyright-holder><license xml:lang="ru" license-type="creative-commons-attribution" xlink:href="https://creativecommons.org/licenses/by/4.0/" xlink:type="simple"><license-p>Данная работа распространяется под лицензией Creative Commons Attribution 4.0.</license-p></license><license xml:lang="en" license-type="creative-commons-attribution" xlink:href="https://creativecommons.org/licenses/by/4.0/" xlink:type="simple"><license-p>This work is licensed under a Creative Commons Attribution 4.0 License.</license-p></license></permissions><self-uri xlink:href="https://sat.bntu.by/jour/article/view/2298">https://sat.bntu.by/jour/article/view/2298</self-uri><abstract><p>Проанализирован рынок территориального маркетинга как особого, значительно отличающегося от коммерческого рынка на постсоветском пространстве. Попытки общей характеристики рынка территориального маркетинга до сих пор не предпринимались. Авторы поставили задачу ответить на вопросы о своем понимании сути территориального маркетинга; природы интереса любых территорий вообще и постсоветских в частности к использо-ванию средств маркетинга в стратегическом развитии; структуры рынка территориального маркетинга – заказчики подобных услуг от имени территорий, исследовательские организации, маркетинговые, рекламные, дизайнерские и иные организации, создающие соответствующие маркетинговые продукты, а также средства размещения рекламных материалов, и организации, предоставляющие возможности для проведения специальных событий в интересах продвижения территорий. На основе сравнительного анализа рынков территориального маркетинга ряда стран – лидеров постсоветского пространства, не входящих в Евросоюз, статистических данных и экспертных опросов сделаны выводы: лидером в данной области – и по абсолютным показателям (бюджеты, востребованность территориями), и по качеству работы – остается Россия. Но в последние несколько лет технологии территориального маркетинга активно развивает Казахстан, в ряде направлений опережая Россию. Важно, что рынки территориального маркетинга России, Казахстана и других постсоветских стран не изолированы от международных идей и рыночных структур. Основные разработки для российских территорий базируются на идеях и методологии британской школы территориального маркетинга. В значимых тендерах по заказу территорий в России и других странах СНГ почти всегда участвуют (и нередко выигрывают) зарубежные маркетинговые структуры, прежде всего из Великобритании и Нидерландов. </p></abstract><trans-abstract xml:lang="en"><p>The purpose of the paper is to analyze a market of territorial marketing as a special, significantly different from the commercial  market in the post-Soviet space.  Attempts to characterize this territorial  marketing market in general have not yet been undertaken. The authors have set a task to answer questions about their understanding of the territorial marketing essence; nature of interest of any territories in general and post-Soviet territories, in particular, in the use of marketing tools in its strategic development; territorial marketing market structure – customers of such services on behalf of territories, research organizations, marketing, advertising, design and other organizations creating convenient marketing products, and furthermore means for advertisement positioning and organizations providing opportunities for special events in the interests of territories promotion. On the basis of a comparative analysis of the territorial marketing markets of a number of countries leading in the post-Soviet space which are not members of the European Union, an analysis of statistical data and expert surveys, the conclusions have been made: Russia occupies the leading place in this field - and in absolute criteria (budgets, territories need), and in quality of work. But in the recent years Kazakhstan is actively developing territorial marketing technologies and this country is ahead of Russia in a number of areas. It is important that the territorial marketing markets of Russia, Kazakhstan and other post-Soviet countries are not isolated from international ideas and market structures. The main developments for the Russian territories are based on the ideas and methodology of the British school of territorial marketing. Foreign marketing structures, primarily from Great Britain and the Netherlands almost always participate (and often win) in significant tenders for territories ordering being held in Russia and other CIS countries.</p></trans-abstract><kwd-group xml:lang="ru"><kwd>маркетинг</kwd><kwd>территория</kwd><kwd>стратегическое развитие</kwd><kwd>рынок</kwd><kwd>тендер</kwd><kwd>коммуникации</kwd><kwd>бренд</kwd><kwd>город</kwd><kwd>популяризация</kwd><kwd>привлекательность</kwd><kwd>исследования</kwd><kwd>продвижение</kwd><kwd>структура</kwd><kwd>резидент</kwd></kwd-group><kwd-group xml:lang="en"><kwd>marketing</kwd><kwd>territory</kwd><kwd>strategic development</kwd><kwd>market</kwd><kwd>tender</kwd><kwd>communications</kwd><kwd>brand</kwd><kwd>city</kwd><kwd>popularization</kwd><kwd>attractiveness</kwd><kwd>researches</kwd><kwd>promotion</kwd><kwd>structure</kwd><kwd>resident</kwd></kwd-group></article-meta></front><back><ref-list><title>References</title><ref id="cit1"><label>1</label><citation-alternatives><mixed-citation xml:lang="ru">. Визгалов, Д. В. Брендинг города / Д. В. Визгалов. М.: Фонд «Институт экономики города», 2011. 158 с.</mixed-citation><mixed-citation xml:lang="en">Vizgalov D. V. (2011) City Branding. Mosсow, “Institute of Urban Economics” Fund. 158 (in Russian).</mixed-citation></citation-alternatives></ref><ref id="cit2"><label>2</label><citation-alternatives><mixed-citation xml:lang="ru">Чечулин, А. В. Маркетинговые коммуникации территорий / А. В. Чечулин. СПб.: СПбГУ, 2015. 109 с.</mixed-citation><mixed-citation xml:lang="en">Chechulin A. V. (2015) Marketing Communications of  Territories. Saint-Petersburg, Publishing House of Saint-Petersburg State University. 109 (in Russian).</mixed-citation></citation-alternatives></ref><ref id="cit3"><label>3</label><citation-alternatives><mixed-citation xml:lang="ru">Захаров, Н. Л. Управление социальным развитием организации / Н. Л. Захаров, А. Л. Кузнецов. М.: ИНФРА-М, 2018. 256 с.</mixed-citation><mixed-citation xml:lang="en">Zakharov N. L., Kuznetsov A. L. (2018) Management of Social Development in Organization. Moscow, INFRA-M Publ. 256 (in Russian).</mixed-citation></citation-alternatives></ref><ref id="cit4"><label>4</label><citation-alternatives><mixed-citation xml:lang="ru">Anholt, S. Places: Identity, Image and Reputation / S. Anholt. Palgrave Macmillan, 2009. 167 p.</mixed-citation><mixed-citation xml:lang="en">Anholt S. (2009) Places: Identity, Image and Reputation. Palgrave Macmillan. 167. https://doi.org/10.1057/978023 0251281.</mixed-citation></citation-alternatives></ref><ref id="cit5"><label>5</label><citation-alternatives><mixed-citation xml:lang="ru">Parker, С. Back to Basics in the Marketing of Place: the Impact of Litter Upon Place Attitudes / C. Parker, S. Ro-per, D. Medway // Journal of Marketing Management. 2015. Vol. 31, Is. 9–10. P. 1090–1112.</mixed-citation><mixed-citation xml:lang="en">Parker С., Roper S., Medway D. (2015) Back to Basics in the Marketing of Place: the Impact of Litter Upon Place Attitudes. Journal of Marketing Management, 31 (9–10),  1090–1112. https://doi.org/10.1080/0267257x.2015.1035307.</mixed-citation></citation-alternatives></ref><ref id="cit6"><label>6</label><citation-alternatives><mixed-citation xml:lang="ru">Ashworth, G. Towards Effective Place Brand Management: Branding European Cities and Regions / G. Ashworth, M. Kavaratzis. Edward Elgar, 2010. 279 p.</mixed-citation><mixed-citation xml:lang="en">Ashworth G., Kavaratzis M. (2010) Towards Effective Place Brand Management: Branding European Cities and Regions. Edward Elgar. 279. https://doi.org/10.4337/978 1849806398.</mixed-citation></citation-alternatives></ref><ref id="cit7"><label>7</label><citation-alternatives><mixed-citation xml:lang="ru">Braun, E. My City – my Brand: the Different Roles of Residents in Place Branding / E. Braun, M. Kavaratzis, S. Zenker // Journal of Place Management and Development. 2013. Vol. 6, Is. 1. P. 18–28.</mixed-citation><mixed-citation xml:lang="en">Braun E., Kavaratzis M., Zenker S. (2013) My City – my Brand: the Different Roles of Residents in Place Branding. Journal of Place Management and Development, 6 (1), 18–28. https://doi.org/10.1108/17538331311306087.</mixed-citation></citation-alternatives></ref><ref id="cit8"><label>8</label><citation-alternatives><mixed-citation xml:lang="ru">Castillo-Villar, F. R. Urban Icons and City Branding Development / F. R. Castillo-Villar // Journal of Place Management and Development. 2016. Vol. 9, Is. 3. P. 255–268.</mixed-citation><mixed-citation xml:lang="en">Castillo-Villar F. R. (2016) Urban Icons and City Bran-ding Development. Journal of Place Management and Development, 9 (3), 255–268. https://doi.org/10.1108/ jpmd-03-2016-0013.</mixed-citation></citation-alternatives></ref><ref id="cit9"><label>9</label><citation-alternatives><mixed-citation xml:lang="ru">Warnaby, G. What about the ‘Place’ in Place Marketing? / G. Warnaby, D. Medway // Marketing Theory. 2013. Vol. 13, No 3. P. 345–363.</mixed-citation><mixed-citation xml:lang="en">Warnaby G., Medway D. (2013) What About the ‘Place’ in Place Marketing? Marketing Theory, 13 (3), 345–363. https://doi.org/10.1177/1470593113492992.</mixed-citation></citation-alternatives></ref><ref id="cit10"><label>10</label><citation-alternatives><mixed-citation xml:lang="ru">Place Branding: are We Wasting our Time? // D. Medway [et al.] // Report of an AMA Special Session, Journal of Place Management and Development. 2015. Vol. 8, No 1. P. 63–68.</mixed-citation><mixed-citation xml:lang="en">Medway D., Swanson K., Neirotti D. L., Pasquinelli C., Zenker S. (2015) Place Branding: are we Wasting our Time? Report of an AMA Special Session. Journal of Place Management and Development, 8 (1), 63–68. https://doi.org/10.1108/jpmd-12-2014-0028.</mixed-citation></citation-alternatives></ref><ref id="cit11"><label>11</label><citation-alternatives><mixed-citation xml:lang="ru">Rozhkov, K. L. Places, Users, and Place Uses: a Theoretical Approach to Place Market Analysis / K. L. Rozhkov, N. I. Skryabina // Journal of Place Management and Development. 2015. Vol. 8, No 2. P. 103–122.</mixed-citation><mixed-citation xml:lang="en">Rozhkov K. L., Skriabina N. I. (2015) Places, Users, and Place Uses: a Theoretical Approach to Place Market Ana-lysis. Journal of Place Management and Development, 8 (2), 103–122. https://doi.org/10.1108/jpmd-10-2014-0024.</mixed-citation></citation-alternatives></ref><ref id="cit12"><label>12</label><citation-alternatives><mixed-citation xml:lang="ru">Харитончик, С. В. Подготовка инженерных и научных кадров для строительной отрасли / С. В. Харитон-чик, С. Н. Леонович, В. М. Трепачко. Минск: Вышэйш. шк., 2018. Т. 127, № 5. С. 3–8.</mixed-citation><mixed-citation xml:lang="en">Kharytonchyk S. V., Leonovich S. N., Trepachko V. M. (2018) Training of Engineering and Scientific Personnel for Construction Industry. Vysheyshaya Shkola [Higher School], 127 (5), 3–8 (in Russian).</mixed-citation></citation-alternatives></ref></ref-list><fn-group><fn fn-type="conflict"><p>The authors declare that there are no conflicts of interest present.</p></fn></fn-group></back></article>
