Маркетингове забезпечення інноваційних кластерів: координація взаємодії учасників та формування конкурентоспроможності

The article examines the economic essence and features of marketing support for innovative clusters as a key mechanism for enhancing regional competitiveness and stimulating innovation activities. The main objective of the study is to identify effective marketing tools that influence the functioning and development of innovative clusters, as well as to develop recommendations for improving their marketing support. The research is based on a comprehensive methodological framework, including methods of systems analysis, structural-functional approach, economic-statistical tools, and comparative analysis. The research results include the systematization of success factors of cluster associations, identification of the stages of their marketing life cycle, and the determination of the most effective communication tools for interaction with potential residents, investors, and technological partners. The scientific novelty lies in the improvement of the conceptual and categorical paradigm of cluster marketing and its adaptation to the current conditions of the digital economy. In particular, the study presents, for the first time, a generalized model of marketing support for an innovative cluster, focused on attracting and retaining high-tech participants. The findings of the study have high practical significance, enabling the development of effective regional marketing strategies for cluster development, fostering stable economic ties, attracting investment, and intensifying innovation processes in entrepreneurship and technological advancement.