Marketing of Cities as Centres of Socio-Economic Development in the Process of Globalisation

Abstract

Modern trends in the formation of urban development are based primarily on the extent to which the territory of a city can be attractive for investors, interested people in general and public administration systems. When regarding programs for the development of urban areas in the structure of sustainable development, it is necessary to highlight the methods of forming an attractive image of a city, which is considered a marketing tool. Understanding the possibilities for the development of an urban area requires the formation of tools for spatial marketing and opportunities for the establishment of measures for the development of individual tools of communication between city authorities and the external environment. The novelty of the research is determined by the structural feature of the formation of an integrated method of using marketing tools to promote the image of a city in the informational, social, and cultural aspects. The authors show the tools for implementing the marketing strategy of the urban area as elements of sustainable development. Stakeholders of sustainable development are shown not only local management structures but also global investment funds and transnational corporations. The practical significance of the study is determined by the possibility of forming based on an urban area, which is marked by the presence of sustainable development markers, innovative and science-intensive centres, and analytical corporations. The formation of development centres is also possible through the creation of smart cities.