UDC 339.138:[332.122:338.43]:332.14, JEL M31, O13, R58
Kravtsiv, I. K. (2016). Marketynh sil's'kykh terytoriy u rozvytku ekonomiky rehionu: problemy, zavdannya, perspektyvy [Marketing of rural territories in the economic development of a region: problems, tasks, prospects]. Rehional'na ekonomika - Regional Economy, 80(2), 129-135. [in Ukrainian].
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Authors

Resume

Priority development directions of rural territories marketing in terms of functioning efficiency increase of regional economy’s key elements are outlined. Major attention is paid to updating of marketing range of problems in the activity of local governance bodies of rural territorial communities in Ukraine in terms of new European integration challenges. In particular, attention is paid to the fact that Association Agreement between Ukraine and the EU, which stipulates creation of free trade area, opens new possibilities for exploitation of competitive advantages of Ukraine’s rural territories. However, maximum implementation of these advantages is related to rural territories’ economic capacity growth and can’t take place without introduction of modern marketing instruments into the activity of local governance bodies of rural territorial communities. ,br>Considerable influence of rural territories’ marketing on promotion of economic interests of both rural territories and entire Ukrainian regions at a whole is pointed out. It is especially relevant to modern stage of European integration, which is characterized by growth of European partners’ confidence in Ukrainian producers and authorities, also at local level. It creates favourable ground for investment attraction into agrarian sector of Ukrainian economy, especially in terms of efficient use of marketing influence leverages at the level of certain rural territories. ,br>Characteristic features of rural territories’ marketing that reflect capacity to influence through marketing instruments the reduction of transaction costs in a region’s economy and maintain growth of its competitiveness are defined. In particular, the fact that marketing mechanisms, oriented at correct defining of rural territory’s place in international division of labour, also maintain increase of efficiency of rural territorial communities’ resources exploitation and stimulate investors to put funds into a region’s economy is proved. Due to the abovementioned, technological modernization of region’s economy takes place and its financial self-sufficiency is maintained. ,br>Suggestions for state authorities and local governance bodies over the priority directions of rural territories’ marketing improvement in order to promote social and economic regional development are formulated. In particular, key importance of informational-educational and advertising-promotional activity and development of informational-communicational infrastructure at regional level in current conditions is stressed. Рубрика: Розвиток сільських територій

Keywords:

marketing of rural territories, regional development, economic efficiency, competitiveness, European integration