The issues of sustainable development of regional public utility market

摘要

Current condition of Russian public utility activities indicates the necessity for implementing market tools, primarily marketing as the technology addressing interests of all stakeholders involved. The research demonstrates that implementation of marketing in this area is on its initial stage. There are few scientific studies on this topic, especially dissertations, as well as examples of adapting marketing approaches by public utility companies. It is clear that development and application of marketing technologies will be influenced by parameters and specifics of public utility market, customer demands and satisfaction and involvement in development of this segment. This article defines the type and configuration of regional public utility market, it subject and object, static and dynamic parameters and reveals main supply and demand problems on macro- and microlevels.