UDC 332.146.2:336.027:352; JEL F02, O18, R10
Oleksyuk, H. V., Popadynets, N. M., & Samotiy, N. S. (2021). Upravlinnya terytorial'nymy hromadamy na zasadakh terytorial'noho marketynhu: teoretyko-metodolohichni aspekty [Managing territorial communities based on territorial marketing: theoretical-methodological aspects]. Rehional'na ekonomika - Regional Economy, 101 (3), 15-27. DOI: https://doi.org/10.36818/1562-0905-2021-3-2. [in Ukrainian].
Sources: 9

Authors



Oleksyuk Hanna Vasylivna

Ph.D. of Economics, Associate Professor

Associate Professor of the Department of economics and marketing of the Academic institute of entrepreneurship and advanced technologies of the Lviv Polytechnic National University

Contacts: h_oleksyk@ukr.net

Webpages:

Popadynets Nazariy Mykolayovych

Doctor of Economics, Senior Researcher

Senior Researcher of the Department of regional economic policy of the Dolishniy Institute of Regional Research of NAS of Ukraine; Associate Professor, Deputy Director for Scientific and Pedagogical Work of the Department of economics and marketing of the Educational and scientific institute of entrepreneurship and advanced technologies of the Lviv Polytechnic National University

Contacts: popadynets.n@gmail.com, (032)270-7089, (096)945-9098

Webpages:

Samotiy Nataliya Stepanivna

Senior Lecturer of the Department of economics and marketing of the Academic institute of entrepreneurship and advanced technologies of the Lviv Polytechnic National University

Contacts: rusyna.nata@gmail.com

Webpages:

Resume

After local elections were held in Ukraine in October 2020 based on the new territorial ground of communities and districts, all communities received equal competencies and basic opportunities to generate their capacity and development foundations (namely, the use of single terminology – rural, town, and municipal territorial communities). Nowadays, the authorities of territorial communities should continuously improve the management foundations and methods to create conditions for the dynamic development of the territory, since the competition among the territories is growing. The paper aims to examine and research the available approaches to marketing of territorial communities’ territories and develop recommendations on modeling the management of territorial communities based on territorial marketing as the most efficient way to manage communities to secure their competitiveness and sustainable development. The conditions to improve new approaches in the management of territorial communities, in particular based on the advantages of territorial marketing, strengthen the role of marketing tools in the development of communities, and improve their competitive ability and attractiveness were created in the context of finalization of the process of authorities and finance decentralization in Ukraine, local governance reform, and administrative-territorial reform. On this ground, the need to use the marketing approach to the development of territorial management foundations using the marketing complex (goods, prices, promotion, distribution) and supplementing it with the features of qualitative and quantitative characteristics peculiar to territorial communities in current conditions is emphasized. The conceptual scheme of managing the communities based on territorial marketing using well-known elements of complex management like analysis, planning, organization, motivation, and control is suggested and substantiated.

Keywords:

territorial marketing, marketing tools, territorial community, marketing complex, target audience, competitiveness, investment attractiveness, management

References


1. Bondarenko, V. M., & Shershun, K. O. (2012). Ponyattya ta instrumenty terytorial’noho marketynhu v konteksti stratehichnoho rozvytku rehioniv [Concepts and tools of territorial marketing in the context of strategic development of regions]. In Naukovyy visnyk Uzhhorods’koho universytetu. Seriya: Ekonomika [Scientific Bulletin of Uzhhorod University. Series: Economics]: Vol. 2(36) (pp. 66-73). [in Ukrainian].
2. Borshch, H. A., Vakulenko, V. M., Hrynchuk, N. M., Dekhtyarenko, Yu. F., Ihnatenko, O. S., Kuybida, V. S., Tkachuk, A. F., & Yuzefovych, V. V. (2017). Resursne zabezpechennya ob"yednanoyi terytorial’noyi hromady ta yiyi marketynh [Resource provision of the united territorial community and its marketing]: Tutorial. Kyiv. [in Ukrainian].
3. Budnikevych, I. (2012). Munitsypal’nyy marketynh: teoriya, metodolohiya, praktyka [Municipal marketing: theory, methodology, practice]. Chernivtsi: Chernivtsi National University. [in Ukrainian].
4. Hlynskyy, N. Yu. (2008). Formuvannya kompleksu marketynhu mista [Formation of the city marketing complex]. In Visnyk Natsional’noho universytetu «L’vivs’ka politekhnika». Seriya «Lohistyka» [Bulletin of National University «Lviv Polytechnic». Series «Logistics»]: Vol. 595 (pp. 16-22). [in Ukrainian].
5. Deyneha, O. V., & Deyneha, I. O. (2020). Marketynh yak instrument rozvytku potentsialu posluhovoyi diyal’nosti terytorial’nykh hromad [Marketing as a tool for developing the potential of service activities of local communities]. Λόгoσ.Online, 12. DOI: https://doi.org/10.36074/2663-4139.12.03 [in Ukrainian].
6. Pro zatverdzhennya Derzhavnoyi stratehiyi rehional’noho rozvytku na 2021-2027 roky [On approval of the State Strategy for Regional Development for 2021-2027] (2020). Resolution of the Cabinet of Ministers of Ukraine, adopted on 2020, Aug 05, 695. Legislation of Ukraine: Website. Retrieved from https://zakon.rada.gov.ua/laws/show/695-2020-%D0%BF#Text [in Ukrainian].
7. Pro mistseve samovryaduvannya v Ukrayini [About local self-government in Ukraine] (1997). Law of Ukraine, adopted on 1997, May 21, 280/97-VR. Legislation of Ukraine: Website. Retrieved from https://zakon.rada.gov.ua/laws/show/280/97-%D0%B2%D1%80#Text [in Ukrainian].
8. Storonyanska, I. Z. (Ed.) (2019). Stale endohenne zrostannya rehioniv Ukrayiny v umovakh detsentralizatsiyi [Sustainable endogenous growth of the regions of Ukraine in the conditions of decentralization]. Lviv: Dolishniy Institute of Regional Research of NAS of Ukraine. [in Ukrainian].
9. Shevchuk, O. Yu. (2012). Terytorial’nyy marketynh yak efektyvnyy instrument ta perspektyvnyy napryamok suchasnoho menedzhmentu [Territorial marketing as an effective tool and a promising area of modern management]. In Zbirnyk naukovykh prats' Tavriys’koho derzhavnoho ahrotekhnolohichnoho universytetu (ekonomichni nauky) [Scientific papers of Tavria State Agrotechnological University (Economic sciences)]: Vol. 2(18) (pp. 308-314). [in Ukrainian].