Drachenko O. The formation of the city marketing system

Research object: the process of marketing the city. Purpose: scientific basis of theoretical positions, methodological and conceptual approaches to the formation of marketing the city. Methods: abstract logical analysis, graphics, synthesis and comparison, grouping, and a survey questionnaire, the combination, schedule and logic simulation. Results: the approach to the choice of the direction and intensity of marketing activities of local authorities based on the definition of direct and indirect target groups of marketing in the process of forming a system of the city marketing, improved conceptual and terminological apparatus, in particular, the content category is translated "city marketing" and "brand of the city"; the structure of the marketing system, which includes those of its elements: information provision, the uniqueness of the city, segmentation and positioning, marketing mix, types of marketing focus groups, a methodology to assess the marketing system of the city, were further developed: the classification of marketing strategies, the process of branding the city . Introduction: Lutsk National Technical University in carrying out research to "Mechanisms of stimulation of socio-economic development of Ukraine" and "Mechanisms to enhance the competitiveness of regions of Ukraine." General Directorate of Economics Volyn Regional State Administration, Volyn Regional Public Organization "Association of Tourism Development of Volyn", Department of International Relations and Tourism of Lutsk city council, the teaching of subjects "Marketing", "Regional Economy", "Marketing in Tourism".