MARKETING OF LOCAL COMMUNITIES AS A TOOL FOR THEIR DEVELOPMENT

Abstract

The article discusses the peculiarities of local self-government in Ukraine as a result of the decentralization reform. New powers and capabilities of territorial communities have been defined; in particular, the emphasis is placed on financial capacity and managerial autonomy for decision-making, on the formation of competitiveness of a particular village, town or city. “Soft” and “tough” factors of social and economic development of territorial communities were formulated. Separately, the factors that hinder the development of territories are detailed, among which a significant place is taken by the insufficient level of qualification of hromadas’ leadership and, as a result, not realizing the importance of using modern tools in management activities. Based on the study of European experience, the essence and justified the importance of marketing territories in the local governance system has been clarified. It was also concluded that for the stable development of territorial communities, it is important to maintain a high level of their competitiveness, which is ensured through the use of specific marketing activities and mechanisms that explore the marketing of territories. The peculiarities and specific tasks of marketing management in territorial communities of Ukraine are investigated due to the fact that they are usually formed by amalgamation of many settlements. It is determined that the marketing management of hromadas is aimed at meeting the needs and desires, as well as improving the material conditions of residents of all settlements that are part of the territorial community is a strategic marketing goal of local self-government. The main purpose of marketing of the territorial community is detailed taking into account modern domestic realities, which involves influencing the opinions, moods and behavior of stakeholders by forming the right set of means and tools. Taking into account the research conducted and having studied positive examples in Ukraine, proposals have been developed for representatives of local self-government bodies on the use of marketing of territories for effective management of territories for the future.