DEVELOPMENT AND REALISATION OF MARKETING STRATEGIES AS THE ELEMENT OF REGIONAL DEVELOPMENT MANAGEMENT

Анотація

The article investigates the theoretical aspects of development and usage of marketing strategies, which is the instrument of identifying the internal advantages of regions and presenting their attractiveness in order to encourage investments and accelerate their economic development as a whole. It is proved that usage of marketing tools in the regional management system can significantly affect its competitiveness. One of the main questions to be answered in the paper relates to the prospects for the application of marketing principles. The second question specifically deals with the influence of the marketing campaign on the regions image. The main papers about territorial marketing written by domestic and foreign scientists are analyzed. It was found that a significant part of domestic works relates mainly to the role of marketing in increasing the investment attractiveness of regions, focuses on the issue of marketing potential and contains insufficient practical recommendations. Foreign researchers focus on the differences between territories and goods and services as an object of marketing, branding and image of regions. Issues that need additional research are determined. The authors describe the content of marketing strategy, its main components. The expediency of application of marketing strategies in a complex with branding strategies is substantiated. In conditions of informational and creative economy the existence of the region brand becomes the necessary factor of the effective realization of territorial potential. The strategy algorithm is made, within which five steps of project realization are defined as essential to successful and sustainable regional development. The authors present the proposals for the creation of centers that will be responsible for development and implementation of marketing strategies on the base of departments for the implementation of socio-economic development projects. Additionally, possible funding sources for such structures are analyzed. The result of the scientific research develops scientific knowledge in the field of regional marketing, promotes the development and use of territorial intellectual and institutional resources for the growth of its marketing potential.

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