Continual changes of regional global and local environment demend that new appropriate methods of area directing be found. Implementation of regional, even trendy, policy within the Slovak republic requires not only a space for innovation activities, but also the marketing support and suitable managerial access for their implementation. The reform of inflexible and old-fashioned system of management is truly inevitable. Regional marketing and management represent a new approach to the implementation of regional policy completely supporting the European model which is necessary for the human resource management and the real evaluation of human capital within the region in order to see its benefit for the regional innovations and development.

Ivana Butoracová Šindleryová