The tools for managing the marketing potential of the territory

Abstract

The theoretical questions of managing the marketing potential of the territory are investigated. The full range of its tasks is substantiated and described. The aim of the article is to form the classification of the instruments used to manage the marketing potential of the territory, due to the need to develop tools which will promptly react on the changes in market situation and effectively realize territorial strategy in conditions when competition is present. The spectrum of tasks is selected in a management marketing potential: teleologism, analysis, prognostication, realization of strategic tasks, determination of efficiency of marketing potential of region. Functional dependence of marketing potential is certain from methodical potential of marketing tool; potential of marketing personnel; potential of marketings resources; potential of marketings informative resources of enterprise. The composition of comprehensive marketing tools is defined to ensure that all the areas or regulation and development of the region are classified according to the direction of tasks.  Methodological principles of the mechanism to realization the strategy of the region are defined. The tools offered to form the marketing potential of the region allow to build a mechanism of managing regional marketing on different stages of marketing strategy realization.