MARKETING MANAGEMENT OF TERRITORIAL COMMUNITIES: MODERN APPROACHES TO DEVELOPMENT GOVERNANCE

Abstract

The relevance of the study is determined by the growing competition between territories, ongoing decentralization processes, and the increasing importance of effective management tools for ensuring sustainable territorial development. Under such conditions, there is a need to rethink the role of marketing management and to adapt it to the challenges of modern governance. The purpose of the article is to substantiate contemporary approaches to marketing management of territorial communities and to identify their role in improving the effectiveness of territorial development management. The methodological basis of the research includes general scientific methods such as analysis, comparison, and systematization, which made it possible to identify key approaches, determine their interrelations, and develop a comprehensive understanding of marketing management as an integrated system. The use of a comparative approach allowed assessing differences in the application of marketing management practices and identifying their specific features. The study demonstrates that marketing management of territorial communities should be considered not as a set of separate communication activities, but as a holistic management system that integrates institutional, partnership, product-based, and sustainable development approaches. It has been established that the effectiveness of this system depends on the level of institutional development, the use of data analytics, the implementation of key performance indicators, and the ability to build effective interaction between stakeholders. The research also highlights that the transition to a more integrated and data-oriented model of management contributes to improving decision-making quality and increasing the overall efficiency of territorial development. The practical value of the study lies in the application of the proposed approaches to improve the management of territorial communities, strengthen their institutional capacity, and enhance their competitiveness. The results can be used in the development and implementation of strategies aimed at achieving long-term and sustainable development outcomes.