The article studies the essence, role and significance of regional marketing in the socio-economic development of the region. The results of the theoretical analysis of the essence of the concept of "regional marketing" are given. Based on the results of the analysis, a model of the mechanism for the implementation of regional marketing has been developed. According to the author's approach, each region is distinguished by having a certain ratio of its competitive advantages in terms of natural material production and social resources, which affect the regional development and strengthening of the position of the region and are necessary to satisfy the needs of consumers. Regional marketing, in this regard, is a set of consumeroriented marketing methods, tools, principles and technologies that provide the process of formation, re-formation and satisfaction of consumer demand for goods and services produced or imported in the territory.