MARKETING APPROACH TO THE TERRITORIAL PROGRAMMING OF SUSTAINABLE DEVELOPMENT
The strengthening of globalization and competition along with the deterioration of the socio-economic condition of Russian regions and cities form the urgent need to improve the quality of territorial strategic management.The analysis of the national practice of territorial strategic development has revealed the need to create a new concept and methodology of strategic planning in the country. The main trend of strategic planning which the author identifies nowadays is the gradual implementation of the territorial programming as a methodological basis of public management in regions and cities. In this connection there is a need to develop a model of effective management of social and economic development of territories on the basis of program-target mechanism.In this article the model of territorial programming, which based on a marketing approach to its functioning, is presented by the author. The proposed model includes a methodology for effective management of the territorial programming (based on the combination of the concepts of territorial marketing and relationship marketing), and methodical support of this process on the basis of one of the flexible management tools - benchmarking. Benchmarking can be used at every stage of the life cycle of territorial programming, complementing traditional tools of strategic planning. The given model assists improving of managerial decisions of the government and it’s interesting for theorist and specialists of public administration because the program-target mechanism is only being formed on methodological level. The developed model will be able to become the basis for the formation of the methodology of management of the strategic planning system in Russia