Integrated Marketing Communication Strategies for the Development of Regional Entrepreneurship Support Centers as a Key Element of Marketing Management

Abstract

The purpose of the article is to examine the theoretical and methodological foundations of the formation and implementation of integrated marketing communication strategies in the activities of regional entrepreneurship support centers; to substantiate the role of integrated marketing as a systemic tool for enhancing communication effectiveness, building trust in development institutions, and strengthening their competitive positions within the regional business environment; and to analyze contemporary approaches to the use of marketing instruments in the practice of supporting small and medium-sized enterprises, startups, and innovative initiatives. To achieve this purpose, general scientific and special research methods were applied, namely: the methods of analysis and synthesis to generalize scientific approaches to the essence of integrated marketing communications and the role of communication strategies within the marketing management system; a systems approach to consider regional entrepreneurship support centers as an integral marketing management system with interrelated communication elements; and comparative analysis to compare domestic and foreign concepts of integrated marketing communications and models of their implementation. The study identifies key problems and barriers to the implementation of integrated marketing strategies in the activities of regional entrepreneurship support centers, caused by resource constraints, digital transformation processes, and changes in target audience behavior. Directions for improving marketing strategies based on the use of innovative communication tools and a systemic approach to marketing management are proposed. Practical recommendations are formulated to enhance the effectiveness of regional entrepreneurship support centers and strengthen their role in the development of the entrepreneurial ecosystem. The application of integrated marketing strategies is a key prerequisite for increasing the significance of regional entrepreneurship support centers in shaping entrepreneurial ecosystems and strengthening their long-term institutional capacity.