Lashchenko O. Forming marketing oriented system of administration in local government

The object of the research is the activity of local self-government bodies concerning ensuring the appropriate level and quality of life of the territorial community under the conditions of competitiveness between territories. The aim of the research is the reasoning scientific statements and conceptual models complex as regards forming marketing oriented system of government in the local self-government. Methods. Theoretical and empirical methods of research include systems approach, methods of analysis and synthesis, comparison and analogy, classification, modeling, formalization, expert evaluations. Scientific novelty of the received results. Firstly, the approach to marketing oriented system of municipal system forming, which is submitted in the form of the conceptual model, is scientifically justified; classification of potential elements based on the manufacturing factors and on the possibilities of the management influence is offered; basis model for marketing activity mechanism on territory potential realization is developed. Approach to forming complex of municipal marketing principles is modernized. Conceptual and categorical apparatus of object sphere of the research, institutional forming of marketing oriented system of municipal government bad approach to marketing activity effectiveness evaluation have received the further development.