Marketing tools for assessment of the region’s investment attractiveness

The complexity of investment regulation is the fact that it covers diverse areas of economic life ? the field of scientific and technological progress, government management of the economy, finance and banking, commercial calculation enterprises pricing. Therefore, the relevance of the study is to evaluate the investment attractiveness with the help of tools, which will take into account all these factors. The purpose of the article is a study of basic marketing tools which can be used to assess investment attractiveness of the regions. Investment space of the country is considered in the coordinates of “investment climate of regions ? investment activity in the regions”. The system of meters of investment attraction: investment potential and in- vestment risk, quality of use of the resource of the region (strategic and administrative resources, in- novative capacity). Author concludes that investment attractiveness of the area that eventually mani- fested in the ability of the region to attract investment funds formed under the influence of a number of factors. Investment attractiveness of Ukraine regions in 2014 was analyzed. Author proposes to evaluate the investment attractiveness of the region with the help of such marketing tools: PEST- analysis, SWOT-analysis and SNW-analysis. These marketing tools provide an opportunity to create a Foundation for a successful combination of marketing tools with other techniques of evaluation of investment attractiveness of the region. The proposed toolkit can be used by companies, investors and regional authorities for evaluation of investment attractiveness of regions.