Theory and methodology of management
Surilov M.N. —
Possibilities of marketing innovations in the system of public management of the international representative office of regions of the Russian Federation
// Trends and management. – 2017. – ¹ 2.
– P. 35 - 44.
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Review: The subject of this study is the features of introducing marketing innovations in the process of managing regional development. The object of the study is the socioeconomic environment. The peculiarity of the study of regions and their foreign economic policy is the specificity of the state federal system, according to which each region has the right to represent its interests in foreign trade independently and not depending on the directions of the federal center. At the same time, it correlates with the fact that the budget policy, as well as the marketing strategies of the region, are aimed at forming a unity of state perception on foreign markets. The author tries to eliminate these contradictions. The methodology of the research is based on the analysis of the information base of the main provisions of the regional policy, as well as the statistical analysis in which the results of foreign economic activity of the regions of Russia are presented.
The novelty of this study consists in the developed macroeconomic planning, taking into account the regions, which is also the author's proposal for a block of marketing communications and adapted instruments for positioning individual regions as independent units. For projecting the marketing strategy, information on changes in the competitive potential of the region and the state of the environment in the process of implementing the positioning strategy is presented.
The article shows that the regions of the Russian Federation have a specific resource potential and the level of social development and infrastructure that has a significant impact on the formation of foreign economic relations. The question of the degree of independence of the regions in the implementation of foreign economic activity remains quite controversial, since developing the external economic activity of individual regions remains very important task of preserving the integrity of the country's economic space.
Keywords: market researches, economic activity, potential, integration, innovations, region, marketing, management, international, public management
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