MARKETING ASPECTS OF INNOVATION DEVELOPMENT IN REGIONS

In the article the essence of the concept of innovation potential and its regional features are considered. The author analyzes the main factors of stimulation and restraint of realization of innovation potential of regions. As a result of their selection of the marketing component, their role in managing the innovative development of the regions was substantiated. The author describes the main marketing strategies of innovation development of regions and their components. The analysis of the driving forces of economic development in recent decades has shown that the leading positions of the countries are decisively determined by innovation factors. They are the basis for the dynamic development of individual enterprises, regions, countries, and the whole world economy as a whole. Marketing criterion assessment of innovative potential is a powerful tool for the successful development of the region's capabilities, especially useful for regions characterized by high indicators of innovation activity. Marketing aspects of innovation development in the region can become the basis for attracting investment, forming a positive image and overall economic development. Regional marketing allows to assess the current market situation, to forecast the prospects of promoting regional innovative products, to take measures to create a positive image of the region and strengthen its competitive advantages. Therefore, it is important to note that marketing tools for stimulating innovation development should be applied at the regional level, as they promote: realization of innovative potential of the region, increase of attractiveness of the region for large innovative companies, satisfaction of needs of target markets through creation of innovative products, development of the relationship of innovative business with scientific organizations and regional authorities. Thus, the role of marketing in the socio-economic development of innovation and intellectual-oriented regional systems is decisive.