Mykhajlenko O. The marketing strategy of development of economic complexes (on example of recreational complex ).

The dissertation is devoted to research of theoretical and practical questions on building mechanisms of mezomarketing mix and to the development of recreational complex's marketing strategy. Special features and tendencies toward the development of marketing while using it for the encrease of region's economic potential were investigated. The methods and approaches of the actuality of regional recreational marketing's valuation and choosing its target segments were proposed. There are mentioned theoretical statements according the valuation of effectiveness while using marketing technologies by regional managerial bodies.