MODEL OF INTEGRATION OF MARKETING INFORMATION SYSTEMS INTO THE REGIONAL GOVERNANCE SYSTEM BASED ON THE PRINCIPLES OF TERRITORIAL MARKETING

Abstract

The article examines the theoretical and practical aspects of integrating marketing information systems into the regional governance system based on the principles of territorial marketing. Based on the analysis of scientific sources, the essence of a marketing information system is clarified as a set of methods, processes, and resources for the continuous collection, processing, analysis, and dissemination of relevant information aimed at improving the quality of managerial decision-making. The main subsystems of marketing information systems (internal reporting, marketing research, marketing intelligence, and decision support systems) are identified, and their importance in forming the analytical foundation of territorial marketing is substantiated.

The role of marketing information systems in providing information support for regional development is revealed, particularly in analyzing the internal and external potential of a territory, segmenting target audiences (investors, businesses, residents, tourists, partners), identifying competitive advantages, and shaping effective policy. A conceptual logic model for integrating marketing information systems with consideration of territorial marketing is developed, which includes the following components: territorial research; audience segmentation; analysis of competitive advantages; formulation of the regional marketing strategy; implementation and monitoring of brand performance and socio-economic outcomes.

A model for integrating marketing information systems into the regional governance system is proposed, comprising six interrelated blocks: marketing research, target audience segmentation, analytical block of territorial marketing, development of regional marketing strategies, implementation of marketing programs, and monitoring and evaluation of effectiveness.

It is substantiated that the implementation of the proposed model ensures increased investment attractiveness of the region, business development, growth of tourist flows, improvement of territorial image, and higher levels of residents’ satisfaction. The obtained results may be used by regional authorities to improve the information and analytical support system of territorial marketing and to ensure sustainable socio-economic development of regions.