STRATEGIC MANAGEMENT, Vol. 22 (2017), No. 1, pp. 022-029

UDC 336.7:658.153(497.1) Received: April 03, 2016 Accepted: February 03, 2017

Marketing Strategy of the Territory in the

Investment Policy of the City

Albina Kiseleva Omsk State University n.a. F. M. Dostojevsky City, Omsk,

Abstract The administration of the territory of the city involves multi-vector directions of socio-economic forces with the view to creating a competitive investment-attractive environment. The territory of the city becomes a market object, requiring the use of specialized economic instruments to enable increase of competitiveness of the territory. In our opinion, such is the marketing territory. Marketing of the territory within urban investment policy is directed to improving the territory’s investment im- age in the eyes of potential investors, ensuring the expansion of influence of the territory in the external envi- ronment; to creating a favourable and comfortable environment of vital activity of the urban population. The development of marketing strategies for the territory entails the need to conduct regular monitoring of the socio-economic situation in the territory, on the basis of which should be formed the program to improve the competitiveness of the city. In fact, supporting these activities is based on the current actual practice of strate- gic territorial management of the city, the search of formation and development of its competitive advantages in the conditions of instability and uncertainty of its own territorial factors and factors of the external environ- ment. The result of the development and execution of the marketing strategies of the territory can become the mar- keting passport of the city, which will provide answers to a series of questions: ▪ What is the socio-economic situation of the city and what is the prospect of its further development? ▪ What are the specific conditions and factors for the promotion or curbing the development of the terri- tory? ▪ What should be the structure, content, volume of supply of territorial product(s) taking into account the target consumer groups and opportunities of the city? ▪ It is possible to generate a unique offer in the conditions of the economy of a particular city?

Keywords Marketing of territory, marketing strategy, territory development, investment policy, competitive advantage, strategy management, the competitiveness of the territory, investment passport, marketing passport of the city.

1. The city territory as an object of vantage, proper placement of the institutional the market forces and organizational incentives. The admini- stration of the territory of the city involves multi- In the large-scale cities, big challenge becomes vector directions of the application of socio- the mismatch between the rhythm and the speed economic forces with the purpose of formation of of current of the different socio-economic proc- a competitive investment-attractive environment. esses, which leads to instability of territory devel- This corresponds to the demands of market econ- opment and growth of social tension. For opti- omy requiring compliance with the rules and con- mum functioning of the urban space in such con- ditions of functioning of the market by all actors, ditions, the factor that should be ensured is the including city authorities. possibility of implementation of a qualitative ap- The territory of the city itself becomes a mar- proach to the management of the territory with a ket object requiring the application of specialized competent definition of social and economic pri- economic tools to increase the territorial competi- orities, allocation and retaining competitive ad- Albina Kiseleva Marketing Strategy of the Territory in the Investment Policy of the City 23 tiveness. This instrument must necessarily focus nals that are come from different spheres of the on the key quantitative parameters of the city, urban economy and the urban community. These such as population size, the scale of the urban signals are generated on the basis of urgent prob- space, the volume and value of the urban econ- lems and needs, interests and growth points of the omy, the number of business entities and a num- territory. In its turn, the response finds its em- ber of others, to interpret them in practice in a real bodiment in the necessity of taking the manage- mechanism considering the influence of urban ment decisions of investment character. quality indicators. Such is the marketing of the Within the development of the investment pol- territories, which included elements of traditional icy by local authorities attention is increasingly marketing: the price and the product itself, its given to the preliminary marketing research and promotion and positioning. This direction of ac- identifying the pool of potential investors. The tivity of local authorities is not common, but due marketing of the territory within urban investment to the need to solve the problems of increasing policy becomes a tool that is directed to improv- investment attractiveness of the territory and the ing the territory’s investment image in the eyes of understanding of the role of cities in the existing potential investors, ensuring the expansion of in- regional and national territorial division of labour. fluence of the territory in the external environ- ment; to creating a favourable and comfortable 2. The marketing of the territory environment of vital activity of the urban popula- tion. From this point of view, the conditions of Local authorities and management should deter- investment activity of the city authorities are de- mine for itself the marketing of the territories as fined by the elements of attractiveness of the terri- an instrument of urban economic development, tory, such as its economic and geographical loca- which integrates the management of specific sec- tion, favourable natural and climatic features, ar- tors and industries of vital activity of the city. At chitectural appearance and rational zoning, trans- the same time, the city is the economic entity, port and leisure infrastructure, products of local which should attract potential investors, offering enterprises, etc. them the resources, having existing positive rec- A competitive investment environment makes ommendations for the support and implementation the process of comparison and competition of the of past projects and effective advertising itself in territories with each other for creation of the most the current period. In considering the essence of favourable conditions for of vital activity of own the marketing of the territory questions are raised: population, the economic conditions of economic what is the marketing product and how can it be agents, the investment climate, for the formation positioned? On the one hand, such a product can of a favourable image of the territory and the be a package of proposals of the industrial and maintenance of a stable interest on the part of the consumer market, aimed at ensuring the urban various social communities, the authorities, the economy and the satisfaction of needs of the ur- international organizations and the governments ban community. It is defined as the internal mar- of foreign states. keting. On the other hand, the city can have a In particular, when considering one of the complex of city-forming enterprises and generate marketing directions – the marketing of tourism, it the unique offers for external investors. This is the is possible to highlight the most unified require- external marketing. Questions of pricing and pro- ments, which affect the development of the tour- motion of urban space and the processes of the ism industry, namely (Geography recreational strategic marketing development follow this. areas, 2015): At the same time, the marketing of the terri- tory can be determined, as an ideology that pro- 1. Natural and climatic attractiveness; motes changes in all spheres of vital activity of 2. Cultural and historical resources; the city and makes them work on its tasks by ex- 3. Quality standard of hotels and accommoda- panding urban influence and creating a positive tion facilities of the tourists, catering ser- reputation, and as a complex of actions of the ur- vices and all service industry, accordance ban community, which is aimed at identifying and of the world standards available in the area promoting their interests to carry out certain tasks of tourism infrastructure, the availability of of the socio-economic development (Vizgalov, excursion and cultural and entertaining 2008, pp. 11-12). The local authorities carry out programs; the professionally controlled activation on the life 4. Operational transport and information ac- of the city, perceiving in feedback mode the sig- cessibility;

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5. Political stability in the region and a guar- 3. The marketing strategy of the cities antee of the personal safety; Integrated marketing strategies that rely on high- 6. International fame and prestige of the place quality investment policy, in relation to residence (the image of the territory). of the urban community are one of the directions

of strategic territorial management, as they allow According to experts Strategy Partners Group, to answer the questions “how to develop and leaders among the Russian regions in the competi- promote the territory?” and “how is more profit- tiveness in the tourism industry are the following able to present its territory regarding others regions: 27 Russian regions have favourable con- (neighbours, similar) the territories?”. Situations ditions for the development of the entertainment of competition between the cities did not arise in tourism, among which Moscow, St. Petersburg, conditions of the planned economy in the Soviet Krasnodar Kray, Stavropol Kray and Moscow, Union: there was the task of an alignment of terri- Kaliningrad, Leningrad, Nizhny Novgorod, Sam- tories by the level of socio-economic develop- ara, Rostov regions; 20 Russian regions have fa- ment. Modern competitive practice of cities set vourable conditions for the development of the new forms of the strategic management of territo- business tourism, including Moscow, St. Peters- ries, taking into account the factors of success of burg and Moscow, Nizhny Novgorod, Novosi- business entities, the mobility of capital and the birsk, Kemerovo, Omsk and Sverdlovsk Regions, working population, improving the quality of vital Krasnoyarsk Kray, Krasnodar Kray. The most activity of the territory and its population. Various important factors of the development of tourism resources of the development are becoming the were considered in assessing the competitiveness objects of urban competition. In the presence, rea- of the regions. In particular, as such for the enter- sonableness, effective and rational using of its tainment tourism were the natural conditions, se- resources the city can achieve its strategic goals curity, a distance from key customer markets, the and objectives of the management. level of the development of transport infrastruc- In the cities, a competitive investment envi- ture and others. For the business tourism were ronment also creates a set of conditions that de- taken into account the business activity in the re- termine the possibility of economic entities to gion, the level of development of the hotel infra- carry out a successful business activity. The com- structure, business environment, etc. A suffi- petitive investment environment can be character- ciently large number of Russian regions have a ized by the annual increase of the number of eco- high potential for tourism development. Accord- nomic entities and number of people employed in ing to the forecast in the year 2028, the number of various sectors of the economy; heterogeneity of tourist arrivals in the regions of Russia under the the development of competition in the different worst scenario of raw material development of the markets of goods and services; presence of local Russian economy will grow up by three times, monopolists in certain segments, etc. with innovative development – almost five In fact, the development of marketing strate- times.(Stimulating tourism development in Rus- gies of the territory entails the necessity of carry- sian regions – new opportunities, 2015). ing of regular monitoring of its socio-economic Development gets a direction of the industrial status and monitoring of the territorial resources. tourism that is new for Russia. For example, ex- Providing these events is based on the current real cursions to the brewery of the company SUN In- practice of the strategic territorial management of Bev in Russian, tours of the Museum and the fac- the city, the marketing research of formation and tories of OJSC Siberian Chemical Combine, Sev- development of its competitive advantages in ersk-city, visit the Museum of History and Tech- conditions of instability and uncertainty of its own nology OJSC Kirovsk Zavod, St. Petersburg, the territorial factors and environmental factors. Mar- factory tour FOREMA-KITCHENS, Moscow and keting research objects become the capacity and others. It has a wider practice of the industrial the level of monopolization of the market its con- tourism events abroad: excursions to the Royal juncture, variety territorial and resource specific porcelain factory in Delft, the Netherlands; seen features, economic territorial trends, qualitative JAGUAR factory in Castle Bromwich, Birming- and quantitative indicators of the competitive en- ham, United Kingdom; excursions to the AIRBUS vironment, novelty and the competitiveness of factories in Hamburg and Bremen, Germany, etc. products, quality of the products and additional (Industrial tourism, 2016). advantages, the duration of life cycle, consumers

and their needs, pricing processes, elements of

STRATEGIC MANAGEMENT, Vol. 22 (2017), No. 1, pp. 022-029 Albina Kiseleva Marketing Strategy of the Territory in the Investment Policy of the City 25 promotion and marketing communication chan- Vizgalov (2008, p. 27) identifies the following nels, systems of sales, etc. The result of marketing species pairs: researches is a forecast of the market develop- ▪ the external (the target audiences outside ment, segmentation and positioning of products. the city limits) and the internal (the target Marketing strategy of the city is also in the audiences inside the city) marketing, choice of variants to work with target segments. ▪ the hierarchical (the single management Segmentation process consists of two stages – centre) and the network (the several inde- macrosegmentation and microsegmentation that pendent management centres) marketing, enable us to prove the choice of the appropriate ▪ the integrated (focus on changing the entire variant. Macrosegmentation is a three-stage struc- city environment) and the object (base – ture, which takes into account the function of the individual objects of the city) market- needs – the “what“ is satisfied; technology – the ing, “how“ needs are being met; consumer groups – ▪ the evolutionary (continuity of the urban the “who“ gets satisfaction. This is the answer to environment, filling-in of the image) and the question: “Why have consumers implemented the revolutionary (forming of new image their choice of a concrete territory, what needs from scratch on the basis of new ideas) and desires consumers do they hope thereby to marketing, satisfy? “The territory may be of interest as a ▪ marketing “the good life“ (consolidation of place of permanent residence, place of temporary the city's reputation, advertising success) residence, permanent place of activity, temporary and marketing survival (a method of self- place of activity. Depending on the specific needs preservation of the urban community), of clients it is specified which areas are most sig- ▪ marketing stimulation of the growth points nificant characteristics for a particular group of (stimulation of the strengths of the city) customers. In reply to the second question - the and marketing solving problems (pulling “how” needs are being met – it is important to up the weaknesses), assess in what image the potential customer will ▪ marketing attraction (stimulation of in- be performing. He will be the user of the territo- vestment inflows, tourists attention to the rial product or the buyer, namely a potential cus- city) and marketing limitation (deliberate tomer will be to receive public services, resources, restriction, control excessive attention to goods of the territory on a free or paid basis. Indi- the city), viduals, commercial organizations and public ▪ marketing “correction model“ (short-term (non-profit) organization are selected as consum- effects) and marketing “correcting reality“ ers of the territory product (Sachuk, 2009, p. 105). (long-term effect), Microsegmentation contributes to a clearer ▪ the differentiated marketing (targeting of representation of segments, homogeneous in the marketing company at once on some terms of the expected merits of the products, and segments of the target audience with the different from other segments, allows to designate development of a separate proposal for the special characteristics and needs of each seg- each of them) and the undifferentiated ment of the market as well as identify common marketing (targeting of the marketing com- needs, expectations, the needs of all groups of pany the entire market at once with one and consumers, for example, the safety on the streets the same sentence), or the convenience of transportation. This allows ▪ focusing on the process of segmentation, for territorial management in the interests of the Ivanov (2006, p. 123) allocates species entire urban community, and on the other hand, such as: implements the targeted programs to support spe- ▪ the undifferentiated marketing which en- cific groups of the population and businesses, tak- compasses quite a wide range of consumers ing into account the specificity of each microseg- of the limited nomenclature of products ment (Sachuk, 2009, p. 107). with a range of prices and a unified market- Types of marketing strategies according to the ing program without taking into account method of implementation are presented differ- the different consumers, ently, which allows each city depending on its ▪ the differentiated marketing, which is de- geographical, extensive, social, managerial char- veloping the programs to one or two seg- acteristics, choose the kind corresponding to its ments, socio-economic status and resource endowments.

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▪ the concentrated marketing, which covers amphibious hovercraft, superconducting tech- one segment using a single product and a nologies, screening for cancer diseases using sa- single program of the marketing in that liva, organization of production of the forming case, if this segment is quite large and is articulating spacers (prosthesis) of the joints, a characterized by special requirements. construction of the hotel Marriott (Investment passport of Omsk city, 2016). In Novosibirsk, the In the United States, a result of application of investment proposals are presented in the form of the revolutionary strategy of the marketing the the project for the construction of a bridge across town Halfway with a population of 350 people, the Ob River, a reconstruction of the social facili- located in the state of Oregon, in January 2000 ties, the project for the development of built-up was renamed the Half.com. The combination of territories, construction parking areas, a transfer to the undifferentiated marketing strategy and the concession of municipal baths, a selection of plots marketing of attraction of a powerful administra- for various construction purposes (Investment tive resource allowed Sochi city (Russia) to be- passport of Novosibirsk city, 2016). come the first federal marketing project. The ob- However, the issues of positioning and promo- ject strategy is implemented, for example, in the tion, taking into account existing and subse- cities, where the whole spectrum of the city's at- quently changing market circumstances and con- tractions is associated with the famous person: ditions are not reflected in this document. In the Chekhov City and Pyatigorsk City (Russia). Inte- long-term temporal dimension, it requires a more grated marketing strategy has been implemented deployed display of the current and projected in preparation for the celebration of the Millen- situation in each market segment. The city should nium of Kazan city (Russia), which affected the be represented as a unified formed socio- interests of all citizens and changed the urban economic complex capable of adapting to external space. influences, finding adequate circumstances for this, able to survive in unstable economic condi- 4. Investment and marketing tions. The result of the development and execu- passports of the cities tion of the marketing strategies of the territory can become a city marketing passport, which will al- As a rule the investment passport became wide- low answering a number of questions: spread in practice, which enables giving a presen- tation about the competitive advantage of the ter- ▪ How is the socio-economic situation of the ritory, about products (the investment projects) city? that the city offers, and their pricing. So, for ex- ▪ What is the prospect of its further devel- ample, the competitive advantages of Omsk city opment? include a middle position between the European ▪ What are the specific conditions and fac- territory of Russia and the Far East, a proximity to tors for the promotion or containment of the Asian markets, which is the winning factor for development of the territory? the establishing and maintaining of external eco- ▪ What should be the structure, content, vol- nomic relations with Kazakhstan, China, Uzbeki- ume of proposals of territorial product stan, Mongolia, and Republic of Korea. There (products) into account the interests of the operates a progressive legislative and regulatory target groups of consumers and the oppor- framework of the state and municipal support of tunities for the territory? investors, including tax incentives and budgetary ▪ Is it possible to form the unique proposals subsidies. There exists the infrastructure to sup- on the territory of a particular city? port small and medium-sized enterprises and the high concentration of network commerce, indicat- For answers to such questions in a marketing ing a well-developed consumer market. The city passport should be a number of sections, such as

is a major educational centre of Siberia with ex- ▪ Information about the city, which deter- tensive experience of training specialists with mines the urban community context and higher and secondary special education. In the the extent of its activity; Investment passport of Omsk city are presented ▪ The prevailing culture and its individuality; investment destinations such as integrated devel- ▪ The business and functional theming of the opment of the central part of the city, the devel- city; opment and manufacture of equipment of inte- grated provide natural gas, the serial production of

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▪ The investment projects and the possibili- Table Examples of the main city-forming enterprises in Russia ties of the formation of unique proposals decorated in an investment passport of the City-forming City Kind of activity territory; enterprises ▪ The results of the diagnosis and regular Yekaterinburg Uraltransmash Production of monitoring of city-forming territory foun- vehicles dations, infrastructure serving the city; Ural Optical and Production of ▪ Entrepreneurial activity; Mechanical plant optical equipment ▪ Prevailing communicative practices of the Chelyabinsk OJSC Chelyabinsk Production of authorities, the business sector and the pub- Metallurgical plant steel long prod- lic sector. ucts OJSC Chelyabinsk Production of Urban culture that has developed historically Tube Rolling plant steel pipes and has received the development under the influ- Kurgan OJSC Manufacture of Kurganmashzavod machinery and ence of different social, religious, national, organ- equipment izational and other trends affects the socio- Tyumen branch of Transport economic condition of the territory and introduces Sverdlovsk Railways adjustments to the content of the investment pol- OJSC Tyumen Manufacture of icy of the city. Because the so-called economy of Accumulator plant electrical cultural events (permanent and occasional) be- equipment OJSC Yamalzoloto Mining comes profitable industry especially in cities that OJSC Salekhard Fish Manufacture of are famous for their historical and cultural heri- Canning plant food products tage and traditions (the cinema festivals in Cannes Novy LLC Gasprom Mining Mining and Moscow; the international air shows in Farn- Urengoy borro, Le Bourget, the carnivals in Rio de Janeiro Khanty- OJSC Ugra Territorial Production and and the city of Venice, the celebration of the Mil- Mansiysk Energy Company distribution of lennium of the city of Kazan, holding the Summer energy OJSC Khantyman- Geology Olympics in Sochi city). siyskgeofizika The contribution to the investment activity Nizhnevar- CJSC Nizhnevar- Drilling operations make the territorial branch trends caused a mono- tovsk tovskburneft functional or multi-functional economy. For ex- Perm OJSC Perm Engine Manufacture of ample, the young northern cities, orientated only Company machinery and on the oil and gas extraction, contribute little to equipment perception by the general public as the territories CJSC Perm Pulp and Pulp and paper Paper Mill industry for permanent residence (Megion city, , , Nefteyugansk City).This is followed Source: Turgel, 2010 by the urban community’s unwillingness to par- ticipate in the investment processes of develop- Since the 2000s, in European and American ment of these cities. Multifunctional economy cities have seen the spread of theming of cities implies support for sectors that match the com- and their respective marketing strategies, which petitive advantages of the city and contribute to its includes accounting for target audiences, their current and future development. To under- interests and territorial issues, needs and chal- stand, with which objects of the urban economy lenges that the cities put before the authorities. will have to deal, needed the procedures of sec- The basis of an urban theme are pawned manufac- toral diagnostic, ensuring systematization and turing and sectoral specification, individual char- cataloguing of information about companies, or- acteristics of the territory, feature of the historical ganizations, institutions. City-forming enterprises path of development, which should contribute to as the basis of a multifunctional urban economy the formation of the city's competitive advantages. can be distinguished separately, since the authori- For example, the city of Omsk is represented by ties and potential investors are oriented on them in enterprises of oil refining, chemical and petro- the first place, and it is these enterprises form the chemical, food industry, machine-building and economic realities in cities with a monofunctional innovative enterprises, and enterprises producing economy. Some examples of city-forming enter- radio-electronic products. (Industry of Omsk City, prises are presented in the table. 2016). To become successful in the market, the city also should be able to develop a unique pro-

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posal, which defines a standard format of posi- tion with the address list of the specific tioning of the city indicating the specific urban problems. Social monitoring allows study- investment platforms; the advantages that the in- ing the public opinion systematically vestor can obtain in the case of financing; recom- through the organization of sociological re- mended for the investor profitable forms of in- search and population surveys to provide vestment; a suggested timeframe for implementa- feedback to the authorities with the urban tion of the project, etc. When all the investors as community (citizens, heads of the small the representatives of the target audience get ex- and medium enterprises). Social monitor- actly the same standardized information about the ing consists of a comprehensive assessment city and a necessary representation about it, its of the quality of life of the population al- desired image is formed faster (Vizgalov, 2008, p. lowing forming the priorities and directions 42). As a rule, the investment platforms are pre- of social and economic development of the sented in the form of specific plots of land and a territory based on a system of objective and view of their permitted use or certain enterprises subjective indicators. that provide their vacant spaces and manufactur- 2. Public hearings and discussions of key di- ing capabilities under a lease or sale. At the pre- rections of the marketing of the city, pro- sent time the authorities estimate the investment grams of socio-economic development of attractiveness of the city only by the number of the territory, projects of popularization of investment platforms, without taking into account the historical, industrial and cultural heri- their cost and quality characteristics, economic tage of the city. In order to expand the pos- and social potential of their use both for the city, sibilities of strategic management, the local so for the potential investors. authorities should allow participation in the A well-developed city marketing strategy im- hearings, discussions and decision making plies active involvement of urban community to those active groups and sections of the the strategic management of the territory, the de- population who detect and pose in front of velopment of public-private partnerships, and them problems. achievement of consensus between all the mem- 3. Support program initiatives of the urban bers of the urban community in the search process community by the local authorities in mat- of the balance of territory interests. This means ters of development of the territory. For- that the authorities should give particular attention eign experience demonstrates the practice to the formulation of communication with the rep- of the program-target management of the resentatives of the urban community as the main development of urban communities, ini- subjects of the formation and implementation of tially meaning direct participation of the the strategic directions of development of the ter- communities themselves in this process. ritories, customers and consumers of marketing The management capabilities of the local territorial developments. It is necessary to pay community are still not used in full due to special attention to such lobbying resources of the lack of well lined up mutual relations with city, as the electoral and protests resources that the local administration. can disrupt the delicate balance of the existing socio-political forces in the territory or can form a Assessment of the degree of monopolization of powerful support of the interests of particular so- the local market enterprise structures will allow a cial groups or enterprise structures. potential investor to make a conclusion about his The degree of activity of the citizens is possi- possibilities for entering the relevant market and ble to estimate through their participation in vari- access to municipal orders and specific projects, ous urban projects, support of the different activi- the availability of administrative barriers. Consid- ties of the authorities etc., so as the direction of erable importance is the willingness of local au- the process of involvement of urban community in thorities to go on contact with the already existing formulation of the marketing strategy of the terri- in the territory investors and with potential inves- tories should highlight the following. tors. From this point of view, not only attracting, but also retention of an investor, not only reten- 1. Carrying out social monitoring of the terri- tion, but also the expansion of investment contacts tory in order to identify of key territorial is- and increasing the number of joint investment sues, setting priorities according to direc- projects with them on a long term basis become tions of activity of the local administration, the main challenges for the local authorities. obtaining an array of high-quality informa-

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Therefore, in its complete form the marketing city References passport can serve as the basis for the develop- Geography recreational areas. (2015). Tourism in Russia. ment of a unified program for improving the Retrieved October 28, 2015, from: competitiveness of the territory, where all the in- http://sokolov33.ru/index.php/osnovy-turizma/32- vestment efforts of local authorities for effective geografiya-rekreatsionnykh-rajonov Industry of Omsk city. (2016). Retrieved March 10, 2016, social and economic development of the city are from: concentrated and improve the quality of life of the http://www.admomsk.ru/web/guest/progress/invest/econ urban community. omics/industry In this way, the current economic reality, the Industrial tourism. (2016). Production Management. complexity and precipitancy of social and eco- Retrieved February 10, 2016, from: http://www.up- pro.ru/specprojects/prom-turizm/ nomic processes require the introduction of new Investment passport of Omsk city (2016). Investment investment instruments that will contribute to a Passport. Retrieved March 10, 2016, from: systemic approach to solving the territorial prob- http://www.admomsk.ru/web/guest/progress/invest lems. It should also be emphasized that it is not Investment passport of Novosibirsk city. (2016). Retrieved necessary to focus on the development and im- March 12, 2016, from: http://invest.novo- sibirsk.ru/partition/invest_appeal/predlozhenija-dlja- plementation of one marketing strategy of the city investorov/ in the same quality of its presentation during sev- Ivanov, V.V.(2006). Municipal management (2nd ed.). eral years. It is advisable to carry out a consistent Moscow: INFRA-M. policy of implementation of the complex market- Sachuk, T. V. (2009). Territory marketing. Saint Petersburg: ing strategies, taking into account the existing and Piter. potential problems, a real and prospective poten- Stimulating tourism development in Russian regions - new opportunities (2009, March 17). Retrieved October 26, tial of the city attractiveness, financial and other 2015, from: http://www.strategy.ru/research/2/ opportunities with respect to the implementation Turgel, I. D.(2010). Monofunctional cities of Russia: from of the strategy. The authorities should be inter- survival to sustainability. Ekaterinburg: UrAGS. ested in the reality of arrangements to ensure im- Vizgalov, D. V. (2008). The marketing of the city. Moscow: plementation of the marketing strategies of devel- Fund Institute of Urban Economics. opment of the city, because the city growth leads to an increase of resources, and, consequently, a strong and effective socio-economic program of actions for the future. SM

 Correspondence

Albina Kiseleva

Omsk F.M. Dostoevsky State University Prospect Mira 55a, 644077, Omsk, Russia

E-mail: [email protected]

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