Information and Communication Technologies as a Modern Institute of Increase of Effectiveness of Marketing Activities in Russia

The purpose of the article is to study the current influence of the institute of ICT on effectiveness of marketing activities of Russia's regions and to determine the perspectives of its increase with the help of expanding the use of this institute. The author uses the method of regression analysis, as it allows for precise and detailed characterization of connection between effectiveness of marketing activities of regions and the level of development of ICT. Due to lack of statistical information on territorial marketing in Russia, evaluation of its effectiveness is performed on the basis of the corresponding statistical indicators, for which bringing down to common measuring units a developed author's method is used. It supposes calculation of effectiveness by finding the proportion of the result, which in the aspect of territorial marketing is competitiveness of the region according to AV Group, to expenditures for its achievement - expenditures for territorial marketing. The indicator of development of the institute of ICT is the index of information society development, calculated by the Ministry of Telecom and Mass Communications of the Russian Federation. The objects of the research are regions of the Southern Federal District of the RF. It is concluded that one of the reasons for low effectiveness of marketing activities of Russia's regions is insufficient attention to the institute of ICT, which is a popular tool for optimization of modern socio-economic phenomena and processes in the conditions of creation of information economy. In order to solve this problem, the author develops and presents the model of institutionalization of usage of ICT in territorial marketing of Russia and its transfer into electronic form.