The Marketing of Rural Territories in the Border Areas of Ukraine: Nature, Peculiarities and Practical Recommendations

The nature of rural territories marketing, its objectives and major tasks are outlined in the present article. The peculiarities of rural territories marketing and major reasons limiting its development in the border areas of Ukraine are examined. The author suggests the classification of rural territories marketing instruments by strategic directions. The image of Ukrainian rural territories and its types are explained. The range of practical recommendations on perspective capacities of border rural territories development in terms of marketing is suggested. Special attention is paid to the possibilities of crowdsourcing and crowdfunding as perspective instruments that allow residents to take active participation in the rural territories’ development. The experience of the “Rally Saint Louis” project is described as one of the successful crowdsourcing and crowdfunding platforms, which implements the residents’ ideas and organizes their funding in order to promote the territory.