Formation of marketing strategies for sustainable development of territorial communities

The article provides a scientific rationale and theoretical-methodological foundations for developing marketing strategies for the sustainable development of territorial communities. It highlights the role of territorial marketing in ensuring the sustainable development of territorial communities. The main trends in the evolution of marketing strategies within territorial governance are analyzed, including the positioning of territorial communities as a key function. The importance of considering both qualitative and quantitative indicators in the positioning process is emphasized, and methods for adapting classical marketing strategies to the needs of territorial communities are proposed. Classical positioning approaches, such as leader strategies, challenger strategies, follower strategies, and niche strategies, can be tailored to the specific requirements of territorial communities, enabling the effective implementation of marketing tools. The development of a marketing strategy for a territorial community should be grounded in a thorough analysis of key socio-ecological-economic indicators. This approach enables the identification of the community’s current position, as well as its strengths and weaknesses. In this context, contemporary territorial marketing must integrate the principles of sustainable development, including energy efficiency, resource conservation, and a long-term focus on the community’s socio-economic well-being. Territorial marketing in today’s context should be based on the creation and implementation of a marketing strategy for the sustainable development of territorial communities, which involves engaging and actively collaborating with all stakeholders in territorial development. The creation of an effective marketing strategy depends on the territorial community’s market position and requires a transformation of its marketing mix.