Socio-economic conditions as a factor of revealing cities’ marketing potential


  • Mariya Vikhoreva Irkutsk State Transport University
  • Anatol Jakobson Irkutsk State Transport University



marketing, marketing of territories, marketing potential, ranking of cities, socio-economic conditions, types of marketing


The object of the study are the socio-economic conditions of cities as the basis of marketing potential. The purpose of the study is to identify the role of socio-economic conditions in revealing the marketing potential of cities. The main methods used for the study are matching, comparison, ranking. Our conclusion is that socio-economic conditions cannot always be perceived as the basis for revealing the marketing potential of a city, which is proved by independent studies of the authors, as well as by the analysis of data obtained in the course of other studies. It was possible to establish that socio-economic conditions do not guarantee permanent population growth for cities: the affordability of a basic set of goods and services, a competitive level of income, the availability of higher education institutions and the saturation with health and cultural facilities are not necessarily highly rated by real and potential local residents. This allows us to speak about the need for marketing efforts to attract consumers of a territorial product (socio-economic conditions of a city), it is not enough to have any advantages - it is important to be able to draw attention to them, to ensure the formation of the necessary attitudes regarding the socio-economic conditions of life in cities. Therefore, we are speaking about the need to take into account the nature of consumer demand for the socio-economic conditions of cities and the use of the appropriate type of marketing. The authors have examined a number of examples of applying city types of marketing, such as conversion, incentive, supportive, synchromarketing, remarketing and demarketing.


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Author Biographies

Mariya Vikhoreva, Irkutsk State Transport University

Mariya Vikhoreva, Candidate of Economic Sciences, Associate Professor (Docent), Irkutsk State Transport University, Chair “Management”, Irkutsk, Russia. Maria Vikhoreva has been studying the problems of territorial marketing for many years. The author of more than 30 academic papers in this field. Considers territorial marketing as one of the areas of activity of authorities, is interested in revealing the marketing potential of territories from the point of view of a systematic approach.

Anatol Jakobson, Irkutsk State Transport University

Anatol Jakobson, Doctor of Geographic Sciences, Professor, Irkutsk State Transport University, Chair “Management” (Head of the Chair in the years 2004–2016). Candidate of Geographic Sciences (PhD) since 1980, Doctor of Geographic Sciences since 1995. Research interests: economic regionalisation, foreign experience of regional policy (especially growth poles concept), urban systems in Siberia, environmental economic problems of the Baikal Region, railway management, regional marketing. Author of more than 250 published works.


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How to Cite

Vikhoreva, M. ., & Jakobson, A. (2020). Socio-economic conditions as a factor of revealing cities’ marketing potential. Studies of the Industrial Geography Commission of the Polish Geographical Society, 34(4), 126–137.