Marketing Mix Concept in the Context of Regional Marketing

This article explores the feasibility of applying a marketing approach to regional management in a modern country. It defines the essence of territorial marketing and provides a detailed analysis of regional marketing and its distinct marketing mix elements, namely:

1. Regional product
2. Contractual policy
3. Communication policy

As a result of the research, the following conclusion can be drawn: the essence of the regional marketing mix concept lies in a systematic approach to marketing a region’s territory. This involves structuring the elements of the regional marketing mix and developing them meticulously for effective implementation. The primary advantage of applying the marketing mix concept in regional marketing is the utilization of modern market instruments to drive regional development. This approach reduces the state's role in the economy, promotes self-regulation within the regional economy, enhances the efficiency of regional management, and strengthens the global competitiveness of the country’s regions.