Regional Marketing

The article discusses regional marketing opportunities that have a significant impact on the development of the region. The commercial success of the region is determined by market factors, and its competitive position, business reputation and image formation are influenced by marketing factors, which are an important element of the region's development. The effective result of regional policy implementation is the marketing potential, which is aimed at meeting the needs of the target audience. The development and establishment of regional marketing is carried out within the framework of territorial marketing. Territorial marketing is a set of activities that are carried out to improve the image of the territory, to satisfy the needs and requirements of the territory's customers towards the territory and serve to create, maintain and/or change the interaction and behavior of individuals and companies. The main task of regional marketing is to find ways to increase the loyalty of target customer groups in the region. In order to most effectively meet the interests of real and prospective customers in the region, it is necessary to fully understand what marketing resources and opportunities the region currently has and what ways there are to improve them in the future. Accordingly, the main goal of regional marketing in a broad sense is to choose the right development strategy, and in a narrow sense to evaluate and manage the marketing potential of the region