Kulikova E.S.

Purpose. To study specific features of the use of strategic management in the process of identification and formation of marketing potential of socio-economic development of a large city. Methods. Theoretical approaches of marketing potential are analyzed and specifics of territorial marketing, as a kind of general marketing are revealed. Results. Proceeding from the analysis, marketing capacity is defined as a collection of various types of resources ensuring sustainable socio-economic development of the area, its competitiveness and positioning in the domestic and international markets on the basis of expanded reproduction in accordance with the economic laws and norms. Also, the importance of strategic management in the identification and formation of marketing capacity of socioeconomic development of a large city is justified in the article. Scientific novelty. The essence of marketing capacity of a large city, as well as its place in the process of strategic management of socio-economic development of a large city is identified.