MARKETING POTENTIAL OF THE REGION. PREREQUISITES FOR THE FORMATION OF MARKETING POTENTIAL

Abstract

Purpose. Studying the marketing potential of the region and formulating the prerequisites for the formation of the marketing potential of the region on the example of the Sverdlovsk region. Methods. Approaches to assessing the overall potential of the region are analyzed, as well as a detailed analysis of the territory using a marketing method SWOT analysis, which identifies the strengths and weaknesses of the region, as well as opportunities and threats. The structure of the gross regional product of the region is analyzed, the evaluation of the attractiveness of the territory for investors is more detailed. Results. The priority directions of the development of the territory are also disclosed, as well as the importance of maintaining the ecology of the Sverdlovsk region. The conclusion emphasizes the importance of developing competitive industries in the region. Scientific novelty. Scientific novelty lies in the study of marketing potential as an integral function that unites the resources and capabilities of the subjects of the territory to determine the direction of development.