UDC 332.1:339.138
Pasternak, O. I. (2014). Klyuchovi tendentsiyi rozvytku marketynhu terytoriy: mizhnarodnyy dosvid ta uroky dlya Ukrayiny [The key trends in the development of the place marketing: international experience and lessons for Ukraine]. Rehional'na ekonomika - Regional Economy, 74(4), 212-220. [in Ukrainian].
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Globalization, hyper competition, digital technologies, and the state budgets reduction, economic uncertainty, environmental crisis, social disparity that exist in the modern society significantly influence the development of cities and regions. These problems require innovative solutions form territories in order to remain attractive to investors, creative people, businesses, visitors, students and residents. Authorities and other marketing entities are interested to find new models that can create attraction of a territory to target markets. New approaches and practices of place marketing change the role of a citizen and radically transform the management methods. Therefore, the territories are interested in the possession of the latest information on current trends, effective tools and techniques of marketing. At present, the range of problems of the territories attractiveness increase using marketing tools is considered by fragments and does not reflect the current information on the key trends of the place marketing and effective international practices. The above is the reason of insufficient use of these mechanisms in practice by Ukrainian regions, that cause the lack of effectiveness of strategic planning and limits the dynamic progress of the territories. Thus, there is a need to describe in details the new trends and effective international projects in order to implement them in Ukrainian conditions. The purpose of this article is to highlight key trends and the best practices of place marketing. The article reviews the most successful place marketing projects: Regional Attractiveness and Place Marketing Chair, Territorial benchmarketing, project Rally Saint Louis, branding program OnlyLyon. Practical experience of modern marketing tools use crowdsourcing and сrowdfunding was analysed. The key trends of the place marketing development in the interpretation of French scholars and practitioners were investigated. The attention was made on the development of the creative economy and the change of citizens’ role in creating of attractiveness of their residences. Summarizing the international experience, the emergence of entirely new approaches and mechanisms of place marketing should be noted that are fundamentally different from the traditional complex of marketing communications. The creativity, modern Internet technologies, innovation and original thinking, search of new financing sources, cooperation and joint implementation of projects, new methods of citizen involvement in the development, implementation and monitoring of projects - are the most important trends of the modern place marketing, knowledge of which will enable local authorities and other involved parties to implement effective development strategies of their places.

Keywords:

place marketing, strategy of the place attraction, key trends, marketing project, crowdsourcing, сrowdfunding