Place Marketing Approach to Governance of Social-Ecological Clusters

  • Daniil P. FrolovEmail author
  • Anastasia S. Strekalova
Part of the Contributions to Economics book series (CE)


Debatable questions of application of marketing approach to management of social-ecological clusters are considered. Place marketing—modern mechanism of interactive governance of development of spatial structures (clusters, cities, regions, etc.) which is based on the principles of priority of intangible assets, self-organization of stakeholders and support of the self-arising cluster tendencies. Thus territories are considered as social-responsible multi-stakeholder quasi-corporations making specific goods and advancing their brands. Social-ecological systems are considered (in development of approach of Eleanor Ostrom) as specific clusters which strategic governance demands use of marketing tools. Institutional aspects of formation of clusters are presented in article. Also classification of ecologically responsible companies of Philip Kotler in relation to territorial structures is modified; the new behavior model of territories—defenders of ecobrands is offered. Criteria and examples of various strategy of ecologically responsible behavior of territorial ecological clusters are given.


Place marketing Clusters Social-ecological systems Ecological place marketing Sustainable development Local institutionalization Stakeholders Interactive governance 



This work was supported by the Department of Humanities and Social Sciences of the Russian Foundation for Basic Research (the Russian Foundation for Humanities) and Administration of Volgograd Oblast (project No. 17-12-34009 “Institutions and industries of transactional development of regional economy: formation of analytical methodology and policy of regulation”)


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Copyright information

© Springer International Publishing AG 2017

Authors and Affiliations

  1. 1.Volgograd State UniversityVolgogradRussia

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