Аuthor: E. S. KULIKOVA, candidate of economic sciences, associate professor,
Ural State Agrarian University (42 K. Libknehta Str., 620075, Ekaterinburg; tel: +7 (343) 371-33-63)
Abstract: The article describes the economic interests of the region as a basis for territorial marketing — holistic innovation management system in the municipality. The purpose of the study is to develop a methodological approach to socio-economic feasibility of measures to develop the marketing area, taking into account the economic interests of economic entities in the region. The trends of formation and development of economic interests is in the territory in a market economy. Recommendations related to the author’s analysis of the economic interests of each particular area. It is necessary for timely adjustment of economic behavior of all actors of the market economy. As you know, the economic behavior differs substantially inertia. Even in the case where the subject is aware of the economic change in their economic interests, to adjust their own economic behavior it requires a more or less long period, as well as the creation of objective prerequisites for behavioral change and increase its dynamism. The variety of market entities other than the difference in the forms and levels of economic isolation, affects the growth of species and content of their economic interests. It should be noted a continuous process of change and interpenetration. In each territory between subjects occurs differently. Economic interests, acting as economic interests are closely linked to issues of motivation and stimulation of economic behavior, as well as decision theory, they have a strong managerial aspects. In conclusion, the specific features of the market are determined by economic interests in the area of marketing as an innovative method of administration of the territory. Defined the essential elements of the regional target program, without which the marketing policy of any territory will not be effective enough. Offers specific features of marketing territory, distinguishing it from all kinds of marketing techniques used today.
Keywords: economic interests, territory management, transition economies, municipal management, territory management, innovation, innovation management system.
