Abstract

The prerequisites of formation of the concept of classical marketing in Ukraine are considered in the paper. The definition of the municipal marketing in the framework of the classical concept is offered. The role of marketing instruments in formation of competitive advantages of the city is determined. The variants of segmentation of city environment and strategies of municipal marketing towards target markets are described. The experience of Dresden (Germany) in the field of realization «of marketing concept is studied».

Keywords: classical concept of municipal marketing, competitive advantages of city, target markets, segmentation

Cite as: Budnikevich, I. (2011). Direction of use of instruments of classic concept of municipal marketing in development of competitiveness of a city. Marketing and Management of Innovations, 32, 41-49. https://doi.org/10.21272/mmi.2011.3.2-05

This work is licensed under a Creative Commons Attribution 4.0 International License

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