The Innovative Development of Russian regions with Use of Marketing Tools

International Days of Statistics and Economics 2019 Pub Date : 1900-01-01 DOI:10.18267/pr.2019.los.186.160

M. Veselovsky, T. Pogodina, M. Rybin, J. Šafránková

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Abstract

The goal of the paper is to present the use of specific marketing tools in promoting the innovative development of Russian regions in order to make Russia one of the most technologically advanced countries in the world. Achieving the goal of the paper is based on the trend analysis and comparative assessment of marketing tools used in promoting the innovative development of Russian regions. Based on these results the paper discusses marketing evolution of different territories in Russia and in the world, summarizes tendencies of innovative development in Russia and in foreign countries, and presents problems and perspectives of using specific marketing tools in promoting the innovative development of Russian regions. The results support research assumption that using specific marketing tools (particularly tools of brand and sensor marketing) can promote the innovative development of Russian regions. It allows formulating proposals for the development and implementation of regional marketing strategies for promoting the innovative development of specific Russian regions.

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利用营销手段实现俄罗斯地区的创新发展

本文的目标是介绍在促进俄罗斯地区创新发展中使用特定的营销工具，以使俄罗斯成为世界上技术最先进的国家之一。通过对推动俄罗斯地区创新发展的营销手段进行趋势分析和比较评估，从而实现本文的目标。在此基础上，本文探讨了俄罗斯和世界不同地区的营销演变，总结了俄罗斯和国外创新发展的趋势，并提出了利用特定的营销手段促进俄罗斯地区创新发展的问题和前景。研究结果支持了研究假设，即使用特定的营销工具(特别是品牌营销和传感器营销工具)可以促进俄罗斯地区的创新发展。它允许为制定和实施区域营销战略提出建议，以促进俄罗斯特定地区的创新发展。

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International Days of Statistics and Economics 2019

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