МАРКЕТИНГ ТЕРИТОРІЙ ЯК ФАСИЛІТАТОР РОЗВИТКУ ПАРТНЕРСТВА МІЖ ДЕРЖАВНИМ ТА ПРИВАТНИМ СЕКТОРАМИ

Abstract

The article explores the role of territory marketing as a pivotal instrument in fostering collaborations between the public and private sectors. Highlighting the significance of strategic partnerships, the paper emphasizes that governments and private entities frequently engage in cooperative efforts to achieve shared goals. Territory marketing emerges as a crucial facilitator for such partnerships, ensuring mutual benefits from the development of specific regions. The strategic partnership is illustrated through practical examples, demonstrating how territory marketing can be employed to stimulate collaboration. The article underscores the economic advantages of effective territory marketing, such as the attraction of investments and the creation of a favorable business environment. Additionally, it explores how marketing strategies contribute to reputation management, influencing the perception of a region and attracting businesses, investors, and tourists. By examining real-world applications, the article underscores the potential of marketing strategies to drive economic development, innovation, and collaboration, thereby contributing to the overall prosperity of both sectors involved. Furthermore, the article delves into the concept of territory marketing as a multifaceted approach that extends beyond traditional economic considerations. It explores how marketing strategies can be instrumental in shaping a region's identity, fostering a sense of community, and promoting cultural richness. The importance of stakeholder engagement is also emphasized, as successful territory marketing requires active involvement and communication between government entities, businesses, and local communities. The article advocates for a holistic approach that considers the diverse interests and perspectives of all stakeholders, creating a foundation for inclusive and enduring partnerships. In summary, the article positions territory marketing not only as an economic driver but also as a catalyst for social and cultural development. It encourages a nuanced understanding of the intricate dynamics involved in public-private collaborations, emphasizing the need for strategic, well-coordinated marketing efforts to unlock the full potential of partnerships and contribute to the holistic growth of the territories involved.