Formation of a regional innovation marketing complex mechanism as a key element in ensuring sustainable economic development of regions

Introduction. The paper examines the theoretical and practical principles of forming a regional innovation marketing mechanism as a key driver for sustainable regional development in Ukraine. In the context of global technological shifts and internal transformations caused by war and economic challenges, the need for a structured system to support innovation activity at the regional level is especially relevant. The current lack of coordinated marketing strategies for innovation in many Ukrainian regions hinders the commercialization of scientific developments and weakens regional competitiveness. The purpose of the paper is to theoretically justify and practically define the foundations for building a regional innovation marketing mechanism as a strategic tool for sustainable economic development. Results. The study proposes a comprehensive model of the regional innovation marketing mechanism that includes five components: analytical, organizational, financial, marketing, and regulatory. Each component addresses key regional challenges such as innovation infrastructure development, stakeholder cooperation, investment attraction, branding of the region as an innovation center, and legal framework improvement. The study also emphasizes the importance of synergy among government, business, academia, and civil society in enhancing the region's innovation potential. Conclusion. The implementation of an integrated innovation marketing mechanism at the regional level is expected to increase innovation activity, attract investments, support high-tech employment, and improve the global competitiveness of Ukraine's regions. Practical recommendations focus on strengthening cross-sectoral cooperation and creating favorable conditions for innovation-driven growth.