CLUSTER ECOSYSTEM AND INTEGRATED MARKETING POLICY FOR ITS INNOVATIVE DEVELOPMENT

The relevance of the research topic is due to the need to use clusters to ensure the innovative development of the Ukrainian economy. The purpose of the article is to analyze clusters as ecosystems and identify the main parameters and conditions for their activity. The research methodology includes methods of induction and deduction, analysis and synthesis, which were used to determine the features and structure of clusters and the cluster ecosystem, classification - to reveal the main types of clusters, scientific abstraction and generalization - to form conclusions and prospects for the further innovative development of cluster ecosystems. The article analyzes the four most significant clusters in the Ukrainian economy: IT cluster, agrotechnical, energy and aerospace. As a result of the study, the possibilities and advantages of clusters for the functioning of business entities in the field of innovation activity were identified, in particular, more efficient and rational use of human, physical and financial capital, knowledge exchange, developed communications system, involvement of new technologies, digitalization tools, government support, global competitiveness. At the same time, risks and opportunities for preventing them were identified. The analysis of clusters as a system of interaction, interconnections and interdependence proved the need to approach them as an ecosystem, which not only ensures unity in the use of resources and the creation of synergistic effects, but also shares the risks of its elements. An integrated marketing policy plays a significant role in regulating the activities of cluster ecosystems, which, using digital marketing tools, ensures multi-channel communication, increased consumer loyalty to the brand, effective market segmentation, cost optimization, monitoring and adaptation, processing of information arrays, creativity and innovation. The conclusions identify the main priorities for the implementation of clustering in the activities of business structures and the prospects for its use for the innovative development of the economy. The authors indicate the conditions for the development of clusters in the Ukrainian economy, which include measures of both public administration and integrated marketing policy. Prospects for further research are related to finding ways to increase the competitiveness of clusters and gain high positions in the international economy.