Regional Marketing Potential Investment Concept

The urgency of the research topic is conditioned by the absence of the category «marketing potential of the region» in the scientific works while studying the theory of territorial marketing. The aim of the research is to reveal the essence of marketing potential of the region by developing an author's investment concept of marketing potential of the region. The research methodology is based on the analysis of the existing concepts of marketing potential of the territory, synthesis of the author's approach to defining the concept of marketing potential of the region. In the course of the research, the author's investment concept of the marketing potential of the region was proposed, the analogy method was applied in adapting the elements of the marketing mix to the elements of the marketing potential of the region.