Viktoriya Bondarenko

The article presents the role of cultural and historical tourism in the region in modern conditions. The article also presents the results of the survey underpinning the authors ' conclusions.

The article analyzes the problems of convergence of the main types of marketing and establishing long-term relationships with customers and own staff in foreign practice and Economics of contemporary Russia. It is concluded that employees ' loyalty and trust with the company depends on the effectiveness of partner-ships with clients.

The article illustrates the use of SWOT analysis of the company to identify possible areas of action and the formation of the development strategy in the volatile market environment.

The paper notes the trend of changes in consumer behavior under the influence of marketing communications, especially electronic media. The authors emphasize the necessity of new formats of communication for modern people and the use of innovations in communication and interaction with consumers.

The article considers the problems of formation of the product range. It is based on the idea of category management.