THE ROLE OF MARKETING IN DEVELOPMENT OF RURAL TERRITORIES OF THE NEAR–BORDER REGION: EUROPEAN INTEGRATION CONTEXT
The priority directions of development of rural areas in line with the policy of European integration of Ukraine have outlined. The necessity of introduction of modern managerial technologies in practice of activity of local authorities in rural communities of Ukraine was proved. Primary accent is done on rural areas of near–border regions of Ukraine, which most perceptibly are faced with modern challenges of European integration. A necessity to provide the development of rural areas marketing in the near–border regions of Ukraine was marked. Was proposed the key directions of such activity, in particular: institutional–economic, informational–managerial and socio–cultural. On this back–ground, was carried out systematization of the main tasks of rural areas marketing development in the near–border regions of Ukraine. In particular, this applies to each of the three defined planes, in accordance with the basic challenges of the present stage of European integration of Ukraine. The some proposals for state institutions and for local authorities of Ukraine have developed. In them the paramount importance is given to training and educational–consulting components to improve the quality of managerial training for local authorities in rural communities, especially in near–border regions of Ukraine. It is shown that majority of European governments had to reject too expensive system of direct budget support of agricultural producers. Instead financial subsidies mechanism was introduced primarily aimed at stimulating innovation in agricultural sector of the economy, and to conduct environmentally friendly agriculture. In addition, the share of expenditures on infrastructure and rural finance programmes for social–cultural development of the village has increased significantly. Analysing the peculiarities of the institutional and legal mechanism for implementing of the EU Common Agricultural Policy, noted that in EU more often an organisational platform for the implementation of the activities on agricultural production development are not only farmers households or agricorporations, as rural areas and rural communities in general. Perspective of the further research in direction with the outlined issues is identifying reserves for human potential of rural areas increase in terms of deepening European integration of Ukraine.
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