The article considers the theoretical aspects of regional marketing, which can be used for justification of social and economic strategy of the region development. Regional marketing is considered an area of study developing on the interface of the region’s economy and marketing. It is defined that in the studied marketing context, it is preferable to use the term “region”, as it implies not only regional, but also social, economic, ethnic, historical, cultural unity. To work out the “regional marketing” concept the author examines the viewpoints of foreign and Russian scholars. It has been established that regional marketing is an integral part of regional economic policy, aimed at improving living standards of the population and satisfying the demands of target markets in the region through the use of marketing tools. It has been determined that regional marketing is the most effective mechanism for the development and implementation of regional social and economic programs providing the economic agents’ balance of interests.