UDC 339.138:[332.122:338.43]:332.135
Kravtsiv, I. K. (2015). Marketynh sil's'kykh terytoriy yak chynnyk naroshchuvannya sotsial'no-ekonomichnoho potentsialu prykordonnoho rehionu [Rural areas marketing as a factor of increasing the socio-economic potential of the border region]. Rehional'na ekonomika - Regional Economy, 78(4). [in Ukrainian].
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Authors

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In the present article, the theoretical and applied aspects of forming the system of marketing of rural territories on the example of the border region are being studied. The publications of the Ukrainian and foreign scientists on the issue of regional marketing are being analyzed and the priority spheres of the development of marketing in the present conditions are being outlined on their basis. It has been proved, that the marketing of rural territories of the border region has its own development aspects that are determined by the specifics of human capital forming in the border villages, their high transit potential, character of their financial and inventory-logistics management, sectorial entrepreneurship structure, influence of the transborder cooperation and transborder labor migration. It has been grounded that under the conditions of administrative and territorial reform introduced in Ukraine, one of the priorities for the rural territories marketing development is forming the modern image of the new (enlarged) rural territorial communities aimed at increasing the amount of direct foreign investments. Special attention has been paid to the problem of marketing communication of the border territory development, namely in the context of intense information of the transborder economic space between Ukraine and the EU. The foremost attention has been paid to the informational and educational component and the problem of development of electronic means of communication in the rural territory. Separate attention has been paid to the analysis of the institutional aspects of development of the rural territory marketing, in particular to showing the influence of institutional dysfunctions on the effectiveness of the marketing communications on the border communities of the Western Ukraine. As a result of the present study, the conclusions and proposals for the public and local authorities of the border rural territories of Ukraine have been formulated. In particular, in order to increase the effectiveness of the marketing activity aimed at fostering the interests of the border rural territory within the boundaries of the transborder economic space, it has been proposed to: introduce the non-stop educational programs for the employees of the local authorities of the united rural territorial communities, activate the holding of the transborder communicational events in which different groups of interested people from both sides of the border could participate, as well as arrange the constant information exchange between the regional authorities of the Western Ukraine and neighboring regions - members of the EU on the available investment proposals and possible development programs within the boundaries of the border rural territories.

Keywords:

rural areas, border region, socio-economic potential, regional marketing