Regional Economics: Theory and Practice

Positioning of the region and the role of event marketing in regional positioning: The Komi Republic case study

Vol. 16, Iss. 1, JANUARY 2018

Received: 28 November 2017

Received in revised form: 14 December 2017

Accepted: 29 December 2017

Available online: 16 January 2018


JEL Classification: M38, R58

Pages: 68–82

Bushueva L.I. Syktyvkar State University named after Pitirim Sorokin, Syktyvkar, Komi Republic, Russian Federation

ORCID id: not available

Prosuzhikh A.A. Ministry of Industry, Natural Resources, Transport and Energy of Komi Republic, Syktyvkar, Komi Republic, Russian Federation

ORCID id: not available

Napalkov A.A. Ministry of Industry, Natural Resources, Transport and Energy of Komi Republic, Syktyvkar, Komi Republic, Russian Federation

ORCID id: not available

Subject This article considers the methodological bases of positioning of the region, namely the Komi Republic, and the role of event marketing in regional positioning.
Objectives The article aims to develop certain recommendations on the use of event marketing tools for effective positioning of the Komi Republic in the international and Russian markets.
Methods The article analyzes official documents and best practices of individual regions of the Russian Federation, in particular the Komi Republic and Republic of Tatarstan.
Results The article presents a developed concept of positioning of the region on the basis of analysis of economic sector potential. According to the results of the research, the paper defines the main marketing tools of the region, possibilities and directions of regional positioning in terms of potential of economic sectors.
Conclusions The use of the results of the study is expedient when the region decides on the concept of its positioning and development of measures for its implementation, including event marketing instruments. The materials of the article can be useful for specialists dealing with problems of positioning of the region in conditions of high competition in the Russian and international markets.

Keywords: positioning of region, marketing positioning management, event marketing, effectiveness, potential, economic sectors


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