Scholarly record

MECHANISMS OF PUBLIC MARKETING IN THE SYSTEM OF POST-WAR SOCIO-ECONOMIC RECOVERY OF TERRITORIAL COMMUNITIES

Olenа Uhodnikova, Роман Олексенко, Mariia Pokolodna, Oksana Yurynets, Kostiantyn Viatkin

Abstract

After war conflicts or crisis situations, the recovery of territorial communities becomes the most important task for ensuring stability and development. However, effective recovery requires not only material but also informational and communication efforts aimed at forming a positive image and attracting investment. Ukraine has suffered significant damage as a result of the full-scale military aggression, so there is a great need for the implementation of public administration mechanisms to attract investment for the reconstruction of territories. Problem statement: the problem is that the lack of a systematic approach to using public marketing mechanisms in the system of post-war socio-economic recovery of territorial communities will hinder the achievement of effective results. Research aim: the aim of this research is to analyze and systematize public marketing mechanisms in the context of the recovery of territorial communities after the war, in order to determine their role and importance in shaping a positive image and attracting the necessary resources. Research object and subject: the object of the research is the system of post-war socio-economic recovery of territorial communities, and the subject is the public marketing mechanisms used to achieve this goal. Research methods: the research is based on the analysis of domestic and foreign research in the field of public marketing, as well as on the author's own experience of participation in scientific conferences and publications on this topic. Analytical methods, study of practical cases of application of marketing strategies in the context of the recovery of territorial communities, statistical methods and correlation analysis were used. Research results: an analysis of the world experience of post-war reconstruction was carried out and the differences between the situation in Ukraine and similar processes in Europe were determined. The advantages and disadvantages of economic system management models were investigated and a grouping of KPI factors was carried out. Conclusions and recommendations: public marketing mechanisms are an important tool in the system of post-war recovery of territorial communities. It is recommended to implement individual marketing strategies, taking into account the specifics of each community, in order to ensure stable and effective development.

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