M. Veselovsky, T. Pogodina, M. Rybin, J. Šafránková
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The Innovative Development of Russian regions with Use of Marketing Tools
The goal of the paper is to present the use of specific marketing tools in promoting the innovative development of Russian regions in order to make Russia one of the most technologically advanced countries in the world. Achieving the goal of the paper is based on the trend analysis and comparative assessment of marketing tools used in promoting the innovative development of Russian regions. Based on these results the paper discusses marketing evolution of different territories in Russia and in the world, summarizes tendencies of innovative development in Russia and in foreign countries, and presents problems and perspectives of using specific marketing tools in promoting the innovative development of Russian regions. The results support research assumption that using specific marketing tools (particularly tools of brand and sensor marketing) can promote the innovative development of Russian regions. It allows formulating proposals for the development and implementation of regional marketing strategies for promoting the innovative development of specific Russian regions.