Rosokhata Anna, PhD in Economics, Senior lecturer of the Department of Marketing, Academic and Research Institute of Business, Economics and Management, Sumy State University, Sumy, Ukraine

ORCID ID: 0000-0001-6944-1515
e-mail: a.rosokhata@kmm.sumdu.edu.ua

Khomenko Liliia, PhD student of the Department of Marketing, Academic and Research Institute of Business, Economics and Management, Sumy State University, Sumy, Ukraine

ORCID ID: 0000-0001-5690-1105
e-mail: l.khomenko@fem.sumdu.edu.ua

Jasnikowski Adam, Director, Fundacja EUROWEEK, Bystrzyca Kłodzka, Poland

ORCID ID: 0000-0002-5695-2364
e-mail: adamjasnikowski1@gmail.com

Dmytruk Kateryna, Applicant for Higher Education, Academic and Research Institute of Business, Economics and Management, Sumy State University, Sumy, Ukraine

ORCID ID: 0000-0003-3575-3603
e-mail: kata13269@gmail.com

Methodical Tools Research of Place Marketing Via Small and Medium Business Development

Abstract. Introduction. In recent years, along with the brands of companies and celebrities, there are brands of territories. The only way to compete for resources, investments, and partners is through well-thought-out place marketing and place branding. There are a lot of small towns that no one can guess, and they are gradually disappearing. And first of all the local business suffers from it. That’s why it is important to analyze the positive experience of cities that have stood out among thousands of others and attract funds and resources to them.

Purpose. The study aims is to determine the role of small and medium-sized businesses as a component of place marketing.

Results. In the work it was systematized the goals, models of place marketing, target audiences and compared marketing strategies. It was analyzed examples of different image types: positive, weakly expressed, excessively traditional, contradictory, mixed, negative, and excessively attractive. It was considered examples of successful application of marketing tools for unknown territories. Also, it was systematized the image strategies and marketing tools used in the place promotion. It has been developed the recommendations for small and medium businesses to improve the place image.

Conclusions. It is recommended to determine the most attractive target audience, competitive advantages underlie the image, and place marketing strategy to strengthen it. It is necessary to develop a visual brand concept for the selected area: a logo, a slogan for each target audience. One of the visual image strategies: multidirectional, consistent, humorous, or negative visual series can be used to place promotion. From marketing tools, it is expedient to use events and actions, legends, to involve celebrities in advertising campaigns, to use branded goods, discount cards, and others.

Keywords: place marketing; small and medium enterprises; place branding; marketing tools; marketing strategyes; territory image.

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