Local territorial marketing in the formation of a stable image of the country: Ukrainian experience

Olga Vdovichena, Svetlana Olijnych

Abstract


The paper grounds the essence and meaning of territorial marketing. It specifies the main points and the basic elements of country marketing and describes its role and functions. The need to improve country marketing for welfare, investment and tourists is presented. The paper presents the conditions of the Ukrainian branding. During the past 10 years, Ukrainian design, development and promotion of national image is still in its early stages. Despite all the achievements, globally Ukraine is still associated with political instability and uncertainty of foreign policy.

Keywords


territorial marketing; marketing country; country’s image

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DOI: http://dx.doi.org/10.13165/IE-13-7-2-08

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"Intellectual Economics" ISSN online 1822-8038 / ISSN print 1822-8011