This article demonstrates the relevance of a comprehensive assessment of a region’s marketing potential in the context of digitalization, which makes it possible to identify hidden competitive advantages, new opportunities for developing sales channels, and the reasons for the slowdown in the growth of gross regional product. The purpose of the article is to develop the theoretical and methodological foundations for shaping a region’s marketing potential, taking into account the vector of digitalization. The study employed general scientific and specialized research methods: comparison, generalization, synthesis, systems analysis, logical-dialectical analysis, and others. The information base of the study consists of monographs, specialized literature, informational and analytical materials, as well as domestic and foreign scientific periodicals. The theoretical and methodological foundations for forming a region’s marketing potential, taking into account the vector of digitalization, have been developed. Monographs, specialized literature, analytical materials, and domestic and foreign scientific publications, which constitute the information base of the study, have been analyzed. Based on a content analysis of the literature, three approaches to defining marketing potential (resource-based, outcome-based, and target-based) have been identified, and their advantages and disadvantages have been systematized. An original structure of a region’s marketing potential is proposed based on the functional orientation of its formation and utilization using digital resources. An algorithm for organizing the mechanism of interaction among the components of the potential of the region’s economic entities under the influence of digital technologies is defined. It is demonstrated that the rational use of digital communication channels, the implementation of modern marketing information systems and technologies contributes to increasing the efficiency of business processes, optimizing interaction at the level of local self-government bodies and state authorities, as well as expanding sales markets through the formation of new logistics chains. 

potential, marketing, marketing potential, marketing resources, digital marketing channels, digital technologies