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The role of marketing in the development of Ukrainian cities in the context of the war period

Journal: Bulletin of Postgraduate education: collection of scientific papers. Series "Social and Behavioral Sciences; Management and Administration" (psychological, economy, public administration). Category «B» (Vol.26, No. 55)

Publication Date:

Authors : ;

Page : 193-207

Keywords : marketing; target group; city; investors; development; local authorities; military state administration; united territorial community; martial law; war; partnership; activities; "twin" cities;

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Abstract

The article analyzes the main aspects of the application of marketing in the socio-economic development of cities. Attention is focused on the identified shortcomings in the researched field in the context of the war period. Information on the investment capacity of cities under the conditions of martial law in Ukraine is considered. The importance of local self-government bodies (united territorial communities) in the formation of a city development strategy aimed at the effective use of assets owned by the city and strengthening of the city's potential in conditions of martial law is revealed, attention is focused on the activities of regional and district military state administrations, which along with ensuring defense of the city and care for the satisfaction of the daily needs of residents in goods and services of daily use, should focus on international trends and attract partners to the investment capacity of the city. The experience of interaction between Ukrainian and cities of leading European countries during the full-scale war in Ukraine with the use of marketing tools in the development of cities is analyzed. We came to the conclusion that in today's reality, the use of marketing technologies is an effective tool for development, attracting international and humanitarian aid, and satisfying the social interests of city residents

Last modified: 2024-01-11 18:48:55