TERRITORIAL MARKETING IN THE SYSTEM OF ATTRACTING FOREIGN INVESTMENTS INTO ENTERPRISE DEVELOPMENT
Abstract
The article reveals the essence of place marketing as a strategic mechanism for attracting foreign investments into enterprise development under the conditions of globalization, decentralization, and increasing competition for financial resources. It is substantiated that effective positioning of a territory in the investment market is a key prerequisite for enhancing its competitiveness, shaping a positive image, building investor trust, and ensuring sustainable economic growth. Place marketing is considered a multi-level management system that integrates economic, communicative, and institutional instruments of development and aims to create a favorable business environment. The author proposes a conceptual model of place marketing that integrates three interrelated subsystems: the analytical-informational (providing knowledge about the territory’s potential and its competitive advantages), the communication-image (forming a positive perception of the community among investors), and the partnership-institutional (harmonizing the interests of government, business, and the public). The synergy of these components generates a trust effect that reduces investment risks and stimulates the inflow of capital. The key principles of place marketing–goal orientation, partnership, innovation, and management transparency–are summarized. Effective tools for territorial promotion are identified, including branding, the creation of a community investment passport, digital communication platforms, public diplomacy, and international partnership. It is emphasized that the combination of external and internal marketing enhances local business confidence, community cohesion, and the authenticity of a territorial brand. The research results have practical significance for local self-government bodies, regional development agencies, and business structures in designing investment attraction strategies, strengthening the economic self-sufficiency of territories, and forming a sustainable investment image of Ukraine.
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Nemyrovska, O., & Ievseitseva, O. (2024). Digital visibility and competitive edge: Analyzing the impact of territorial marketing on regional competitiveness. Journal of Eastern European and Central Asian Research (JEECAR), 11(3), 573–587. DOI: https://doi.org/10.15549/jeecar.v11i3.1640 (in English).
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