Marketing of Regions as a component of sustainable development strategy: challenges, prospects, and tools

Abstract

At this stage of development, the region's need for more competitiveness with implementing sustainable development concepts is becoming increasingly important. It has been established that with such sensitivity, the potential essence will be reversed due to the specifics of the concentration of production and capital. Currently, there is an increase in regional marketing tools, quizzes, and features of their implementation as a warehouse strategy of continuous development. Technologies and tools for implementing regional marketing were determined, and their advantages and disadvantages were analyzed. Problematic aspects of using these tools are also highlighted, which can be adjusted to optimize the marketing strategy in the future. Based on the analysis of sustainable regional development strategies, a list of crucial recommendations for forming relevant strategies to implement its provisions more effectively is presented. Adapting the sustainable development strategy to new challenges necessitates a comprehensive, long-term approach to regional recovery and inclusiveness. This approach involves each region setting priorities across various sectors (infrastructure, human capital, economy, security, institutions, e-government, environmental protection, etc.). Therefore, when updating the toolkit, it is crucial to consider the unique needs of each region and evaluate the protection of the interests of regions most affected by military actions. It is evident that effective regional marketing can only be achieved through the coordination of all aspects of its specificity in the social, managed, and reproductive spheres. This research also addresses the challenges and issues that arise in the formation of regional marketing strategies under the conditions of martial law in Ukraine. These include security concerns, a decline in investment attractiveness, reputational risks, the need to reorient marketing strategies, and specific communication requirements. Keywords: marketing of the region, strategy of sustainable development, technologies and tools of marketing, attractiveness of the region, investments, security, branding of the region.