ACTUALIZATION OF MODELS OF MARKETING STRATEGIES IN THE FORMATION OF THE ARCHITECTURAL AND SPATIAL ENVIRONMENT OF CITIES

Abstract

The article discusses the peculiarities of marketing strategies in the formation of the architectural
and spatial environment of cities. The relevance of this topic is associated with the evolving of
market relations in the field of architecture and urban planning, as well as with the development and
implementation of the spatial development strategy of Russia and the priority federal project “Formation
of a Comfortable Urban Environment”. Today, marketing strategies play important role in
the formation of urban environment. The architectural and urban interpretation of the concept is given.
The following concepts are considered in the article: strategy, strategic marketing, marketing
strategy, strategic planning. The types of marketing strategies and their importance in the field of
architectural and urban construction activities are considered. The distinctive characteristics of marketing
strategies in the context of formation of architectural and spatial environment are noted.
The conclusions about the need for the use of marketing strategies in the elaboration of urban development
strategies are presented. The main advantages of the use of marketing strategies in the formation
of a comfortable environment are established. The experience of using marketing strategies
to create architectural and spatial environment is considered. An example of a city that is designed
taking into account the use of marketing tools is given. It is noted that specialists working in the
field of creating architectural and spatial environment should take part in the elaboration of urban
development strategies.