Institutionalization of successful practices of place marketing within Russian–European cooperation

Abstract

The purpose of this chapter is to study the process of institutionalization of successful practices of place marketing within Russian–European cooperation. During the conduct of the research, the authors use methods of scientific research such as systemic, problem, and factorial analysis, as well as regression and correlation analysis. The authors perform the analysis of current level, dynamics, factors, and problems of provision of competitiveness of Russian–European territories in the conditions of world economy globalization, determine the character and level of influence of public authorities’ marketing on competitiveness of territories of Russia and Europe, and determine possibilities and perspectives of institutionalization of successful practices of place marketing through cooperation of Russia and Europe. The authors come to the conclusion that territories of modern Russia and Europe are characterized by low level of competitiveness, one of the most important reasons for which is insufficient institutionalization of place marketing that could be provided by development of Russian–European cooperation. For that, they offer to use the developed mechanism of institutionalization of successful practices of place marketing through Russian–European cooperation.