Integration of territorial marketing and digitalization of public-administrative services in ensuring community development during war and post-war recovery.

Анотація

This article presents a rationale for integrating territorial marketing and the digitalization of public administrative services as complementary tools for the development of local communities during wartime and post-war recovery. It is demonstrated that, in today’s environment, community marketing cannot be limited to branding or promoting tourism, investment, or spatial advantages; it must also foster the territory’s actual reputation through the quality, accessibility, speed, transparency, and convenience of services for residents, businesses, internally displaced persons, veterans, investors, civil society organizations, and international partners. It is proposed to view the digitalization of public administrative services not only as the technological modernization of management processes, but as a service foundation for territorial marketing that builds trust in local authorities, reduces transaction costs, ensures continuous communication between the community and service users, promotes transparency in decision-making, and enhances the territory’s competitiveness in the race for human capital, entrepreneurial activity, investment, and resource recovery. The study emphasizes that under conditions of martial law and post-war reconstruction, digital services constitute an important component of the community’s security, social, and economic stability; however, access to administrative, social, informational, and advisory services must be maintained even under conditions of physical restrictions, population displacement, infrastructure destruction, or increased pressure on local institutions. The key mechanisms for integrating territorial marketing and the digitalization of public administrative services are systematized as follows: institutional coordination, service design, communication-reputation, analytics-data, investment-recovery, and inclusive security. It is demonstrated that their interaction enables a transition from fragmented use of digital tools to a holistic, service-oriented model of community development. Practical tools for implementing such mechanisms are proposed, including a digital community profile, omnichannel services, marketing analytics of user requests, digital offices for businesses and investors, online maps of services and project recovery, CRM logic for stakeholder engagement, e-consultations, open monitoring dashboards, interactive registries of needs and projects, as well as digital feedback channels. Keywords: regional marketing, digitalization, public services, administrative services, local communities, Administrative Service Centers, Diya, recovery, service-oriented state, investment attractiveness.

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