THE ROLE OF PUBLIC PROCUREMENT MARKETING THROUGH THE PRISM OF FORMING SOCIAL VALUE

The article is devoted to the generalization of the role of public procurement marketing through the prism of the formation of social value. The study of scientific works of domestic and foreign scientists made it possible to establish that public procurement marketing is an important tool for ensuring their rationality and efficiency, influencing the effectiveness of budget expenditures in meeting social needs. It not only improves the procurement process through orientation in the market environment, but also allows you to create strong public-private partnerships. The effects of applying public procurement marketing are determined: obtaining knowledge about the market and suppliers, ensuring the integration of the best price, quality and, accordingly, social value; increasing the transparency of public procurement and the effectiveness of communication between a state institution and a supplier, minimizing complaints and errors; establishing long-term and reliable partnerships that guarantee the availability of highquality products and services, avoiding delays in delivery and timely performance of state functions. The challenges of public procurement marketing are noted: the need for extensive research of the public procurement market and coordination with many suppliers requires significant time and effort; the supplier market must be competitive in order to get the best contract price while saving budget funds; marketing must be fast and flexible to changing market conditions and supplier behavior and the needs of government institutions; marketing must be based on permanent training and updating knowledge about new platforms, products, and technologies. The research contributes to solving the problems of ensuring the efficiency of public procurement, competition of suppliers in accordance with the “pricequality” principle, and overcoming corruption in the public procurement process.