Danilov N.A.

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.

The specifics of content of marketing as functions of municipal management are considered. It is noted that "municipal marketing" has to have one of the prepotent purposes formation of favorable investment climate. Importance and the importance of the territorial plan as instrument of development and advance of municipal unit is proved. The work purpose in a complex: to consider specifics of the organization and realization of marketing as the isolated function of resource management of the territory. The method of a research is determined by work logic: analytical, synthetic, comparative and comparative. We will determine by result of a research development of some circle of potentially effective directions of optimization of marketing functionality of bodies of municipal unit.