THE ROLE OF STRATEGIC MARKETING IN ENSURING THE COMPETITIVENESS OF THE CITY AS A SPACE FOR LIVING, INVESTMENT, AND INNOVATION
Abstract
The article is devoted on a comparative analysis of marketing strategies implemented by Ukrainian and European cities in the context of strengthening their competitiveness and building sustainable city brands. The purpose of the study is to develop recommendations aimed at enhancing the effectiveness of city branding and increasing the competitiveness of Ukrainian cities under the conditions of European integration. The relevance of the research lies in the growing role of city marketing in shaping investment attractiveness, stimulating innovative development, and improving the quality of urban space. The methodology of the study is based on a systematic approach, including the methods of comparative analysis, content analysis of strategic documents, and generalization of theoretical concepts of city branding. The findings demonstrate that European cities such as Barcelona, Amsterdam, Berlin, and Paris build their marketing strategies on the integration of cultural heritage, innovation, investment attractiveness, and the creation of high-quality urban environments. In contrast, Ukrainian cities including Lviv, Poltava, Vinnytsia, and Odesa primarily rely on local resources, cultural and historical identity, and tourism development. However, the lack of innovative models and limited investment opportunities remain significant challenges. The study shows that a balanced combination of cultural identity with innovative practices and investment support can significantly improve the competitive position of Ukrainian cities on both national and international levels. The practical value of the article lies in the formulation of recommendations that can be used by Ukrainian municipalities to modernize their city marketing strategies. These recommendations focus on strengthening investment attractiveness, promoting innovation, improving living standards, and adapting successful European practices to the Ukrainian context. This approach is particularly important in the period of post-war recovery and European integration, when cities are expected to become not only local centers of growth but also active participants in the global competition for resources, talent, and investment.
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