“Customer relationship management” has been examined in the article. The main advantages of its applications have been revealed. The cases illustrating marketing efficiency, products supply, its strengths and weaknesses, the necessity of marketing decision-making, as well as the importance of the resource calculation have been presented using European experience and knowledge. Groups of destinations in rural tourism having specific marketing approaches aimed at the formation of an individual tourists` experience have been singled out, namely “visual” attractions characterized as passive and “viewing”, “buying” attractions designed to form the idea to purchase a memory about visited rural destinations, and ‘visit/act” attractions built to support tourists desire for self-development through new skills and abilities gained in rural areas. “High” attractions and “spatial” attractions have been studied as current marketing ways of doing effective rural tourism business. It has been emphasized that branding and ICT, as well as the priority of human capital in rural tourism business policies, are the integral part of doing business both in Ukraine and in other European countries. It has been identified that cooperative partner behaviour, networking means the union of numerous participants aimed at mutual dialogue, including local traditions and cultural identity preservation; infrastructure development quality of life support through interactive network communication. The concept of coopetition has been analyzed as a contemporary approach to business cooperation development, which could be used in rural tourism too. The idea of cooperation and competition could be used at different economic levels for different reasons. The areas of competition and cooperation have been defined too. The necessity of applying the concept of network behaviour has been pointed out. Regional platforms and their success cases have been studied as the bases for their further implementation in Ukraine.