ВПЛИВ МАРКЕТИНГОВИХ ІНСТРУМЕНТІВ НА ФОРМУВАННЯ ІНВЕСТИЦІЙНОЇ ПРИВАБЛИВОСТІ ОБ’ЄДНАНИХ ТЕРИТОРІАЛЬНИХ ГРОМАД

Abstract

The article substantiates the expediency of using marketing tools to increase the investment attractiveness of the united territorial communities. Positive tendencies of creation and unification of territorial communities in Ukraine have been identified. This is primarily due to raising public awareness of the decentralization process, awareness of the positive results of the merger, including an increase in financial revenues from the state budget. Changes in the structure of state financing of local and regional development are studied. It is established that since 2017 the most important financial source for ensuring the development of territorial communities was the State Fund for Regional Development. Since 2016, a gradual increase in financial support by the state for infrastructure development, and in 2017 in the structure of state financial support there are funds for the construction of sports facilities and their share is growing steadily in 2018–2019. The specifics of the content of “state marketing” and “public marketing”. It is established that technological marketing in public administration does not differ significantly in essence from state marketing, but today it is more appropriate to use the term «marketing in public administration», which fully covers all subjects and objects of public administration, including territorial communities. The specific features of the marketing concept implementation in the activity of the united territorial communities have been identified. The components of the marketing complex of the united territorial communities are determined, in particular the goods, price, promotion, place, people, process, environment, i.e. the marketing of the united territorial community is carried out according to the principle “7p”, which is characteristic of marketing of all service organizations. The mechanism and key marketing tools for influencing the capacity of the united territorial communities have been identified. The essence of the concept of “investment attractiveness of the territorial community” is formed. The main tasks to be solved by the united territorial community in order to increase its own investment attractiveness have been identified.