Importance The article studies the foreign experience of development and implementation of marketing plans for various areas and the formation of an effective marketing strategy for the Russian regions. Objectives The paper aims to develop a marketing strategy for the region and its implementation mechanisms with a view to consolidating and structuring the existing experiences of medium-and long-term marketing planning. Methods To form a methodological basis of the research, we used a complex comparative analysis of strategic marketing documents and synthesis of the effective experiences of foreign and Russian regions in the field of marketing of territories. Results We considered the examples of foreign marketing strategies, and we offer a methodology of formation of the standard marketing strategy in the region, and define the mechanisms of introduction and implementation of regional marketing. Relevance The study updates the conceptual and methodological foundations of a strategic marketing approach to the management of regional development, which can be used to develop marketing strategies and programs of the various constituent entities of the Russian Federation.
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