THE MARKETING STRATEGY FORMATION OF SOCIAL AND ECONOMIC INTEGRATION AND ADAPTATION OF INTERNALLY DISPLACED PEOPLE

Анотація

Urgency of the research. The formation and implementation of a modern policy for integration and adaptation of the IDPs, aimed at increasing their capacity at the local level, raising awareness on how to solve social and economic problems within host communities is very relevant. Target setting. The existing problems require the implementation of systemic strategic measures and coordinated information policy aimed at integrating the IDPs into the host society. Therefore, it is expedient to use strategic marketing in solving the problem of integration and adaptation of IDPs. Actual scientific researches and issues analysis. Scientific works by O. Balakireva, T. Doroniuk, E. Libanova, O. Malinovskaya and others highlight the problems of IDPs. Uninvestigated parts of general matters defining. The problem of integration and adaptation of IDPs in Ukraine contains a large number of unresolved issues. The research objective. The purpose of the article is to formulate conceptual bases of the marketing strategy of IDPs’ social and economic integration and adaptation, the basis of which are the current tendencies of the migration processes development, which is grounded on social marketing tools and has to correspond to the trends and goals of social and economic and demographic development of Ukraine. The statement of basic materials. The conceptual bases of marketing strategy formation of IDPs’ social and economic integration and adaptation as well as organizational and economic mechanism of its realization have been offered in the article. Attention is paid to the practical aspects of communication between actors of the strategy. Conclusions. The marketing strategy for IDPs’ social and economic integration and adaptation aims at: creating conditions for their full involvement in the economic, social, cultural and political life of host communities.

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