Modern marketing of the region: goals, tools, organization

The article discusses the role of regional marketing, which is in demand in modern conditions, in ensuring the economic development of a territory and strengthening its competitive positions in the domestic and foreign markets. It is emphasized that domestic research in this area is extremely insufficient. They do not have a common understanding of the essence of regional marketing, they reflect its scattered, separate provisions. The practice of organizing regional marketing in terms of creating certain management structures and endowing them with certain functions is significantly different. Each constituent entity of the Russian Federation, in the absence of general guidelines, regulations, provisions, instructions, builds its own experience or uses the positive practices of other regions. In this regard, the task of substantive and methodological support of the activities of regional structures carrying out regional marketing has been updated. On the basis of a critical discussion of the interpretations of regional marketing and its content, various researchers proposed its author's definition from the point of view of the goaluniting the interests of the territory and its inhabitants. The main components of regional marketing are the formation of a favorable image of the region and increasing its territorial and investment attractiveness, as well as the promotion of investment projects and products and services created in the region. The main directions, the specifics of the “4P” content are highlighted and the tasks of regional marketing are formulated. The process of solving these problems is discussed on the example of the Corporation for the Development of the Yaroslavl Region. Close attention is paid to one of them – the promotion of investment projects, in which three areas are highlighted: expanding the range of projects; promotion of the region as a promising territory for the implementation of these projects; development of the sphere of PPP projects. The necessary organizational efforts to improve the performance of tasks in these areas are disclosed. The use of the results obtained by regional authorities will help to systematize, methodically fill and improve activities in the area under discussion.