Districts of large cities as subjects of territorial marketing

this article is part of the author's research into the application of the place marketing paradigm as a comprehensive approach to fostering effective stakeholder engagement in the administrative district of a major city through the use of a broad range of marketing tools (with a particular emphasis on developing a communications strategy). The aim of the study is to clarify the position of the urban district as a subject of place marketing. This article addresses the theoretical distinction between the concept of territory as an object and subject of marketing, provides a comparative analysis of the city and urban district as subjects of place marketing, and identifies the key characteristics of the urban district within the place marketing paradigm. Methods: The primary research method was an analysis of theoretical and methodological approaches to studying the subjectivity of territories, with a focus on urban localities. The practical significance of this study lies in its substantiation of the relevance of identifying an independent level of urban district in city marketing. Conclusions: The feasibility of identifying the administrative district as an independent subject of place marketing, with its own unique characteristics and identity, has been demonstrated.

territorial marketing, large city district, object and subject of territorial marketing