Implementation of partnership marketing concept in corss-border cooprration programs of Bukovyna cross-border area
Abstract
It considered the composition of scientific theories of territorial marketing, which includes situational and strategic vision. It proposed definition of the partnership territorial marketing concept anddescribed approaches to understanding the structure of the marketing-mix. It argued that establishing of good-neighborly partnership between the border areas must be based on the concept of partnership marketing.It assessed cross-border cooperation as aneffective mechanism for promoting cross-borderregion of Bukovina. The role and purpose of the policy considered to promote the Bukovina to internal and external markets. Described the goal, priorities. Participants project of joint Operational Programme «Romania - Ukraine - Republic of Moldova» European Neighbourhood and Partnership Instrument for 2007-2013. Outlined directions of improve the quality of project proposals in the area of cross-border cooperation through educational technology and the use of tools of territorial affiliate marketing.