The article reflects the scientific idea of using the evolutionary theory of economic changes to solve the problems of regional economy. It is offered to consider routines as abilities to make unique products or to provide unique services. Identification of routines is urged to act as a basis to form activities of territorial marketing which act as the useful instrument to improve the image of the region and a necessary prerequisite for its strategic development. The authorities offer a scheme to identify and promote unique products and services in the territory in order to increase the efficiency of marketing actions and further maintenance of intra regional projects. The combination of multidirectional projects of managing subjects in the region is stated to become a necessary condition to increase efficiency in the field of regional marketing. The article is based on the materials concerning the Altai territory; however the offered recommendations are universal and can be useful when forming programs of regional development for other subjects of the Russian Federation.