Journal of Danubian Studies and Research, Vol 7, No 1 (2017)

Methodical Maintenance of Building Marketing Mix Innovation in the Region

Tatiana Metil


Substantiated and formulated are the principal provisions that determine the development of the methodology for constructing the RCMI. The methodology of constructing a regional innovation marketing complex is proposed. It includes the process of performing six stages: the substantiation of the research methodology, the determination of construction evaluation indicators, the formation of an information base, the definition of methods and tools for information collection, analysis and evaluation of information effectiveness, and recommendations for the development of the complex. The use of this methodology will make it possible to more effectively implement the basic functions of managing the innovative development of the region.


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