Complementarity of Marketing and Strategic Management Theories in Advancing the Development of Territorial Communities

Abstract

Abstract: The article examines the complementarity of strategic management and place marketing in ensuring the sustainable development of Ukrainian territorial communities. It also analyzes the limitations of budget-oriented and term-bound management models that constrain long-term development. Purpose. The purpose of the article is to substantiate the complementarity between strategic management and place marketing in fostering community development under conditions of decentralization and local economic transformation. Special attention is devoted to identifying the factors that necessitate a transition from an administrative management model to a market-oriented paradigm grounded in long-term planning, client-orientation, and the effective use of endogenous resources. Methods. The study employs a systemic approach to analyzing the socio-economic characteristics of territorial communities, as well as structural-functional and comparative analysis, theoretical generalization in the fields of strategic management and place marketing, and the author’s empirical observations. Results. The article reveals the essential differences between common approaches to managing community development. It demonstrates that strategic management ensures greater coherence of local government actions, more efficient use of resources, and the ability to form an attractive territorial value proposition for various target groups. It argues that place marketing, when integrated into strategic management, enhances community competitiveness, contributes to positive territorial image building, attracts investors, tourists, and labor resources, and improves residents’ quality of life. A model illustrating the relationship between the marketing concept and strategic management of local development is proposed. Conclusions. The study proves that the synergy between strategic management and place marketing forms an effective governance framework oriented toward the long-term development of communities. Its key characteristics include client-orientation, a comprehensive approach, rational use of resources, improved competitiveness, and increased territorial attractiveness.