STRATEGIC MARKETING OF TERRITORIAL COMMUNITIES IN THE CONTEXT OF CURRENT CHALLENGES

Abstract

The article substantiates the relevance of forming and improving the marketing strategy of territorial communities in conditions of military instability, demographic changes, business relocation, and increased competition for human capital and investments. It shows that the transition to a marketing–oriented management model requires local governments to rethink their approaches to territorial development, shifting the focus from narrow economic indicators to the comprehensive satisfaction of the needs of residents, businesses, tourists, and other stakeholders. Based on a synthesis of scientific approaches by domestic and foreign researchers, the content of territory marketing and the role of marketing strategy as a tool for strengthening the competitiveness of the community, forming its positive image, increasing investment and tourist attractiveness, and ensuring sustainable socio–economic development are revealed. A phased model of marketing management for a territorial community is proposed, which includes an analytical and diagnostic stage, the formation of a marketing concept, segmentation and identification of target audiences, the development of a comprehensive marketing strategy, operational planning, implementation of marketing activities, monitoring of results, and strategic adjustments. Special attention is paid to identifying the strengths and weaknesses of the community and using matrix models of strategic analysis (ADL/LC, «Attractiveness – Competitiveness» SMART, SOAR, Ansoff Matrix) to assess strategic prospects, select priority areas for development, and build flexible growth scenarios. It has been proven that the implementation of a marketing–oriented strategy allows for improving the effectiveness of management decisions, strengthening partnership interaction, and creating favorable conditions for the restoration and development of territorial communities in the post–war period. Prospects for further research are related to the improvement of strategic planning tools and the digital transformation of community marketing.