The main organizational form of cross-border cooperation is the Euroregion. The Carpathian Euroregion remains the largest in the area, both in Ukraine and in Europe. The National Representation of Ukraine is the Association of regional bodies of local self-government «Carpathians – Ukraine», which focuses on the development of cross-border cooperation in the Lviv and Polish parts of the Carpathian Euroregion, and also focuses on the development of the social component, democracy and, at the same time, does not pay much attention to the economic direction of cooperation in the development and establishment of business relations. Therefore, an attempt was made to develop a modern mechanism for managing marketing in cross-border cooperation of the Carpathian Euroregion by defining: a new system of participants in management and their interaction (business sector, public, municipal / regional and interactive information); system of principles (implementation of system and integrated approaches to marketing management of cross-border cooperation; scientific approach to marketing management in СВС; legal approach to marketing management of СВС; efficiency of marketing management of СВС; the sufficiency of information provision of the mechanism of marketing management of СВС; orientation of cross-border marketing management on the innovative way of Euroregions’ socio-economic development) and the functions of marketing management (basics, planning, coordination and organization, motivation and control); the construction of the tree of the objectives of the strategic functional system of Euroregional cooperation. Therefore, in a market economy, the model of management of cross-border cooperation should be reoriented to partner relations not according to the scheme «authorities of the border region of Ukraine – the authorities of the border region of Hungary», but the scheme of active interaction of all border members of regional markets, creating communication networks that will cause transboundary activities in the process of implementing the concept of cross-border cooperation. The principles of marketing in this process will become a leader. That is, the model for managing the cross-border region should be built with the help of a marketing management mechanism, since this will significantly improve the interconnection between all the member states of the Carpathian Euroregion.
cross-border cooperation, Carpathian Euroregion, marketing management, functions and principles, tree of goals
Citations
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UDC 339.92:339.138:005(477.8:4); JEL F15, M31, O19