IntegratioIntegration of Regional Marketing into Innovative Regional Development in the Context of Globalization of the World Economy

Abstract

Development of marketing approaches to the regional management in Ukraine is determined, primarily, by the world economic globalization and growing competition for resources, including investment, among the regions. In modern world the globalization process practically formed a market of territories, in which each territorial unit, each region tries to offer the most attractive product in a form of living environment, entrepreneurial activity and recreation. Obviously, consumers choose a region that better suits their demands, hence creating the need for any region to apply the concept of regional marketing and create its marketing potential to advance into the global territorial market. We should note the importance of addressing the problem of successful use of marketing tools for the regional development. In highly dynamic economic and social situation both within the region and beyond, all the more pressing becomes making justifiable and timely management decisions, aimed at creating competitive advantages of the region and enhancing its appeal to the public with special emphasis on its distinctive features, development and strengthening of positive investment dynamics.