The Marketing Potential of the Region as a Driver of Its Economic Development
- 10.2991/aebmr.k.200312.279How to use a DOI?
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.
- © 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/).
Cite this article
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 -