ENHANCING THE TERRITORIAL MARKETING MECHANISM FOR ECONOMIC DEVELOPMENT IN THE BUKHARA REGION USING AN INTEGRATED MIXED MODEL APPROACH
Keywords:
Territorial marketing, place branding, regional development, mixed model, specialisation, Location Quotient, monitoring, KPI system, Bukhara region.Abstract
This study proposes an integrated mixed model to strengthen the territorial marketing mechanism for economic development in the Bukhara region. It combines a composite assessment of territorial marketing efficiency with sectoral specialisation diagnostics based on Location Quotient, its dynamics, and growth indicators using district level data for 2020 to 2024. The model segments districts into strategic groups and links each group to targeted policy packages, supported by a KPI monitoring and risk management cycle. The approach provides a practical framework for prioritising territories, sequencing interventions, and improving accountability, and can be adapted for other regions.
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