Abstract

The article deals with the regional marketing system formation in the current context. It is revealed that the use of regional marketing tools will allow local governments to take into account changes and trends in the development of the region in the external environment, coordinate the decision-making process taking into account the needs of various target groups, ensure the coordination of the range of services offered with consumers’ wishes, and effectively use the existing socio-economic and innovative potential of the region to improve the image of the territory. It is proved that the application of the principles of marketing as one of the innovative tools of regional management will allow increasing the effectiveness of regional management bodies, ensuring the effectiveness of the implementation of state regional policy, and contributing to the balanced sustainable development of the regions. It is determined that marketing activities will ensure the effective development of production activities in the regions in the context of fierce competition and unfavorable market conditions‎.

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