Mechanisms for the development of territorial communities based on marketing under wartime and post-war conditions

Анотація

This article examines the mechanisms for developing Ukraine’s local communities through territorial marketing during the war and post-war periods. It is demonstrated that the war has exacerbated the unevenness of communities’ socioeconomic development, altered the composition of their target audience, and intensified competition for human capital, investment, relocated businesses, donor resources, and residents’ trust. It is proposed to view community marketing not merely as a tool for brand building or territorial promotion, but as a comprehensive management mechanism that facilitates the strategic positioning of the community, analysis of its economic prospects, stakeholder segmentation, security communications, investment proposals, digital openness, and the resumption of collaborative planning. A typology of territorial communities has been developed based on a combination of economic, budgetary, demographic-labor, infrastructure, and recovery indicators. Five types of communities have been identified: security- and recovery-focused frontline and de-occupied communities; adaptation- and humanitarian-focused communities in support regions; investment- and innovation-focused urban and agglomeration hubs; agrarian-resource and manufacturing communities; and tourism- and recreation-focused and culturally distinct communities. For each, the specific type of territorial marketing, key risks, priority target audiences, development mechanisms, and the trajectory of transition from crisis adaptation to post-war growth are identified. It is argued that the effectiveness of marketing-oriented community development depends on the ability of local governments to integrate data from open systems, local economic indicators, residents’ needs, recovery projects, and external partnerships. The proposed approaches can be used to formulate community development strategies, investment passports, international cooperation programs, digital communication platforms, and portfolios of recovery projects. Keywords: territorial community, territorial marketing, strategic development, martial law, post-war recovery, community typology, investment attractiveness, community branding, local self-government.

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