Regional Marketing as a Factor of Development of Russian Regions Under the Conditions of Market Economy

Abstract

The author substantiates the necessity for using regional marketing for development of Russian regions under the conditions of market economy and provides tools of marketing mix for regional marketing. The author determines the sense of territorial marketing, distinguishes and views the elements of marketing mix of regional marketing. As a result of the research, the author comes to the conclusion that within regional marketing, a product is total resource potential of the region, i.e., advantages and possibilities of the region, with activities of regional authorities aimed at satisfaction of social needs of region’s population through organization and provision to population of the most important social services that are called collective goods. Lack of quantitative landmarks in the form of income is a problem for marketing of territories. An inseparable part of activities of regional authorities within regional marketing program of development of the territory is active advertising of this region as territory fit for private life of individual and organization of business objects. While functioning as a subject in the market, the region provides the consumers with services for satisfaction of individual and collective needs of various social groups of the region.

DOI: 10.5901/mjss.2016.v7n1p223