Abstract
The study is devoted to the analysis and systematization of knowledge about regional marketing and the marketing complex, as one of the leading areas of strategic management of an administrative and territorial entity. The article shows the need to use marketing as an important element of market relations, contributing to the social and economic development of the regions of Kyrgyzstan. The supplemented modification of the elements of the classical marketing complex is shown. The substantiation and characteristics of its progressive and modern interpretation are given. Based on the results, it is concluded that in order to increase the effectiveness of the use of the marketing mix, special attention should be paid to such elements as the “Program” and “Public Purse” (financial resources). The decomposition of the potential of a regional product, which serves as the basis for the formation and provision of the competitive advantages of the territory, is presented. The analysis made it possible to present a complex of regional marketing as a starting and basic concept for planning and implementing regional policy.
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