Schelkunova O. Marketing potential of strategic development of the region (On materials of Transkarpatian region)

Theoretical approaches to definition of the essence of marketing potential of the region and its place in the system of strategic potential of territory are investigated in the thesis. The analysis of the state of constituents of marketing potential of the Transcarpathian region and its infrastructure is carried out; the role and value of creative economy in the system of marketing potential of the region are estimated. Methodical approaches to the estimation of competitiveness of region on the basis of integral index, which includes the economic and marketing attractiveness of the region, are improved. Suggestions on introduction of cluster model of managing the marketing potential as a factor and instrument of strategic development of the region are grounded.