Bodrova J.A.

Subject. The role of marketing tools in enhancing the investment value of the territory. Purpose. Research is aimed at studying the marketing tools and their impact on socio-economic welfare of the territory. Methods. The study is based on research, analysis and systematization of information of theoretical sources on the subject of research and presentation of the authoring approaches. Results. This study examined contemporary approaches to marketing tools of the territories, formation of investment attractiveness of the territory. The authors proposed a copyright definition of the category museum services”; analyzed foreign and domestic experience of using marketing tools of the territories, considered the main activities to enhance the investment attractiveness of Russia, highlighted the priorities associated with the development of the Russian territories. Scientific novelty. Scientific novelty and originality consist in the study of relationship of marketing tools of the territories and enhancement of the investment attractiveness of the territories at the expense of museum services.

Research subject. The use of museum services as an element of the territorial marketing. Purpose. The research aims at examining the system of museum services as a system that can have a useful socioeconomic impact in the territory. Methods. The research is based on studying, analysis and systematization of information of theoretical sources on the research subject and introduction of the authors' approaches. Results. This research examines current approaches to territorial marketing, to the museum services system, resources of museum services system and management mechanisms of museum services system. The authors' definition of museum services and the author's management model of museum services system are introduced. The role of mechanisms in the development and management of museum services system is identified. Scientific novelty. The authors' approaches to the museum services system are developed and the model of management mechanism of the museum services system is designed.

Subject. The use of museum services as a component of image and investment attractiveness of the territory. Purpose. The research aims at analyzing museum services as both tangibles and intangibles, the use of which increases the competitiveness of the territory. Methods. The research is based on studying, analyzing and systematization of information from theoretical sources on the subject of research and presentation of the authors’ approaches. Results. This research work considers current approaches to museum services marketing as a part of the territories’ image. Main approaches to the essence of museum services are examined. The kinds and objects of museum services are examined, the financing models are considered. The role of marketing and its tools in the activities of a museum are revealed. Scientific novelty. Theoretical foundations of the museum services development through museum marketing are elaborated.