Marketing of territorial communities as a key tool in the formation of their development strategy

This article analyzes the current state of marketing of territorial communities in Ukraine, identifies the main challenges and provides recommendations for its improvement, based on domestic and international experience. A comparative analysis of the application of marketing of territorial communities was carried out with an assessment of the most successful and unsuccessful tools that help or, on the contrary, hinder the development of territorial marketing and, accordingly, the promotion of the image of a specific territorial unit. Specific recommendations and practical tools that can be applied by territorial communities in today's conditions have been developed and provided. The role of the military state is emphasized, which fundamentally changes the very approach to the marketing of territories. The concept of "unique sales offer" and the possibility of its application during the construction of a territorial marketing strategy are considered. It is indicated on the advantages that the use of a unique trade offer can offer to the residents of the territorial community. An analysis of the state of marketing of territorial communities in the conditions of martial law in Ukraine was carried out and key challenges were highlighted. Examples of the implementation of marketing tools are presented, which demonstrate both successful and less successful practices. We came to a conclusion about the importance of a comprehensive approach and community involvement in the process of developing and implementing marketing strategies of territorial communities. The obtained results can contribute to the development of recommendations for city self-government bodies, developers and other interested parties regarding the use of marketing approaches in urban development strategies, which will contribute to improving the lives of residents, increasing the competitiveness of cities and attracting investments to territorial communities in wartime and peacetime conditions. And also on the application of such a tool as a unique commercial offer in the construction of marketing strategies of territorial communities