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Marketing Communications as a Tool for Sustainable Development for City-Forming Organizations

In: Finance, Economics, and Industry for Sustainable Development

Author

Listed:
  • Tatiana Afanasyeva

    (Saint-Petersburg University of Management Technologies and Economics)

  • Elena Torgunakova

    (Saint-Petersburg University of Management Technologies and Economics)

  • Evgeniy Torgunakov

    (Saint-Petersburg University of Management Technologies and Economics)

Abstract

In this article, the critical issues involving the use of marketing communications as a tool to promote the sustained development of city-forming organizations are examined. The UN adopted a document in 2015 about the global space transformation in the field of sustainable development. One of its main goals is goal 11—sustainable cities and communities. Making single-industry towns more sustainable is one of Russia’s top priorities in the field of sustainable development. The goal of the study was to identify efficient marketing strategies that would enable the city-forming organizations to develop sustainably even in times of crisis. The study was conducted using the open-source analysis method for the period from September 2022 to October 2022. The study’s findings resulted in the discovery of the most effective marketing communications and the development of industry predictions for the marketing and communication sectors.

Suggested Citation

  • Tatiana Afanasyeva & Elena Torgunakova & Evgeniy Torgunakov, 2023. "Marketing Communications as a Tool for Sustainable Development for City-Forming Organizations," Springer Proceedings in Business and Economics, in: Anna Rumyantseva & Hod Anyigba & Elena Sintsova & Natalia Vasilenko (ed.), Finance, Economics, and Industry for Sustainable Development, pages 191-199, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-30498-9_17
    DOI: 10.1007/978-3-031-30498-9_17
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