Proceedings of the 33rd International Academic Conference, Vienna

REGIONAL MARKETING POTENTIAL, THE KEY FACTOR OF INVESTMENT DEVELOPMENT OF THE REGION

NANULI OKRUASHVILI, LIA METONIDZE

Abstract:

The aim of the presented paper is to analyze the current level of development of the marketing potential of the region and the development of regional marketing in general in Georgia. The given work examines the contemporary methodology of the region’s socio-economic development policy. Specifically, regional marketing, the positive experience of which has been acquired in the west’s highly developed economies. It is reasonable to believe that the use of regional marketing and widely distributed promotion of marketing and investment in the area of the region and the attractiveness of the region's marketing and investment attractiveness.. The authors of the research have identified the problems in the field of the process of creation of marketing potential of the country’s regions. The conclusion is that the Effective Regional Marketing Strategy ensures the creation of a recognizable system of unique peculiarities of the region, which is the key factor in attracting investments, including foreign direct investments, in the region. Such strategy will contribute to creation of the region’s recognizable system of unique marketing features. In addition, proper governance of the region, its effective positioning or re-positioning, creates new conditions for its investment attractiveness and long-term development.

Keywords: marketing, regional marketing, regional marketing potential, regional policy, investment attractiveness of the region

DOI: 10.20472/IAC.2017.33.052

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