The Marketing Potential of the Region as a Driver of Its Economic Development

DOI

10.2991/aebmr.k.200312.279How to use a DOI?

Abstract

The article presents a methodological approach to measuring the marketing potential of territories. A summarised theoretical analysis based on existing ideas regarding marketing of the territories and marketing potential of the region was carried out, followed by a comparative analysis of components of the marketing of territories. The authors justified the composition of target groups of consumers of the territory’s resources. It was concluded that the marketing potential reflects the degree of attractiveness of the territories for residents, businesses and tourists. A list of indicators assessing regional marketing potential was developed and the assessment tools were based on data from the Russian Federal State Statistics Service. The method is based on the formation of each indicator of the rating and consolidation of private ratings based on their averaging. The methodology was tested on the example of the constituent entity of the Russian Federation. The results acknowledge the state of the regions and the changes in the rating regarding the period under review. The proposed method allows for the positions of the regions in the coordinates of attractiveness for residents, businesses and tourists to be determined separately, as well as comprehensively on their marketing potential as a whole.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - M S Starikova
AU  - I N Ponomarev
PY  - 2020
DA  - 2020/03/17
TI  - The Marketing Potential of the Region as a Driver of Its Economic Development
BT  - Proceedings of the International Scientific Conference "Far East Con" (ISCFEC 2020)
PB  - Atlantis Press
SP  - 2007
EP  - 2015
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.200312.279
DO  - 10.2991/aebmr.k.200312.279
ID  - Starikova2020
ER  -