УДК: 332.14

DOI: https://doi.org/10.36887/2415-8453-2019-4-18

Nataliia KUZMYNCHUK
Doctor of Science in Economic, Professor, Professor of Department of Marketing,
Management and Entrepreneurship, V.N. Karazin Kharkiv National University, Kharkiv
Tetiana KUTSENKO
PhD in Economics, Associate Professor, Associate Professor of Department of Marketing, Management and Entrepreneurship, V.N. Karazin Kharkiv National University, Kharkiv

JEL classification: L26; E22

Abstract

The purpose of the article is to investigate the features of regional development disparities in terms of increasing asymmetric processes in the context of the implementation of regional marketing tasks aimed at increasing the attractiveness of territories. It is substantiated that in order to regulate asymmetric processes in the regions, one should consider the region as a quasi-state and, accordingly, to create mechanisms for regulating regional development on the complex combination basis of strategic planning, financial and investment regulation, marketing advancement proposed in the strategy of regional development of ideas and approaches to their implementation. It is emphasized that the mechanism of regional development regulation, formed on this basis, ensures the achievement of the regional policy goals in the context of regional marketing. It is established that the disproportionality of the regions’ development is based on the unevenness of natural resources, human and production potential, as well as the lack of spatial development and placement of productive forces. Increasing disproportionality creates risks and threats not only to the economic unity of the state, but also causes a deterioration of the situation in the socio-economic sphere in the regions of the country.

A set of measures is proposed to prevent the unevenness development into a real threat of disruption of the consolidated economic space, which will allow to focus attention on perspective directions of the region development on the basis of using marketing methods and tools for promotion of territories. Since marketing (marketing tools) is an important component of regional governance, along with socio-economic and financial management, it can be used as an element of effective planning for the economic development of a region in order to improve it, in particular in the context of regular support for entrepreneurial activity in order to achieve a positive image. Prospects for further research are to develop a mechanism for eliminating the disproportionality of regional development based on the principles of regional marketing.

Keywords: disproportionality, regional development, unevenness, regional marketing.

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The article was received 10.09.2019