Koroleva A.A.Published in:
Creative Economy
– Volume 11, Number 4 (April 2017)



Keywords: creative clusters, creative environment, creative industries, territorial marketing


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Abstract:

The article examines the evolution of methodological approaches to marketing analysis of territories. The authors mark the emergence of a new concept of the economy-the creative economy. Through this concept there are being formed new economic models, new types of social relations and, therefore, requirements for various management methods, activities and for implementation of the process of territorial marketing. We examined the components of a set of territorial marketing tools under the conditions of creative economy, and the basic principles of territorial marketing as applied to conditions of creative economy. We conducted a marketing analysis of the formation factors of the creative environment of Russian cities and Karaganda city (city in Kazakhstan). We present the seventh formation factor of the creative environment, such as "ethnic tolerance". In conclusion, we analyzed trends in development and application of territorial marketing under the conditions of creative economy.

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