Bìznes Inform (Jun 2017)
The Theoretical Prerequisites for the Emergence of Interactive Marketing in the System of Management of Cross-Border Economic Cooperation
Abstract
The article attempts to characterize the basic theoretical aspects of marketing in cross-border cooperation. It has been found that, in the current context of the IT sector development, it is of substantial relevance to apply the benefits of online marketing together with integrating it into the international regional cross-border economic relations. The author’s own conception of the use of interactive marketing to further improve interaction of the entities of neighbouring countries in various areas of cross-border cooperation (CBC) has been proposed. A layout of web site interface of the interactive cross-border business center has been developed on the example of the euroregional formation of member countries in the Interregional Association «Carpathian Euroregion». One of the main challenges to the development of the CBC today is the lack of a well-functioning mechanism of interaction of «local authorities – regional development agencies – business structures». However, after building a model for development of a cross-border economy based on interactive marketing principles, the border areas on both sides will be able to better develop the regional economy and, consequently, the social well-being of the territory as a whole.
