Adaptive Marketing Strategies for Post-Conflict Reconstruction, Regional Development, and Sustainable Growth in Ukraine

Valentyna Prasol, Viktoriya Velichko (), Giuseppe T. Cirella, Olena Konoplina, Iuliia Mizik and Liudmyla Novoskoltseva
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Valentyna Prasol: O.M. Beketov National University of Urban Economy in Kharkiv
Viktoriya Velichko: O.M. Beketov National University of Urban Economy in Kharkiv
Olena Konoplina: O.M. Beketov National University of Urban Economy in Kharkiv
Iuliia Mizik: O.M. Beketov National University of Urban Economy in Kharkiv
Liudmyla Novoskoltseva: Luhansk Taras Shevchenko National University

Chapter Chapter 17 in Handbook on Post-War Reconstruction and Development Economics of Ukraine, 2024, pp 295-311 from Springer

Abstract: Abstract An effective system of marketing activities plays an important role in ensuring the competitiveness of businesses and the geographical regions in which they operate. The utilization of a wide spectrum of communication methods constitutes a complex and ever-evolving process, characterized by the ongoing emergence of innovative tools for influencing the dissemination of information. The success of enterprises in the marketplace hinges on their capacity to effectively coordinate the numerous components within this system and to pinpoint the most impactful forms of marketing communication. This chapter explores the strategies employed to construct an efficient marketing communications system within the contextual backdrop of the interdependent relationship between businesses and the regions of Ukraine in the aftermath of war. This is important given that the advancement of these regions remains intrinsically tied to enhancing the competitive prowess of commercial entities within the country. This, in turn, ensures economic progress during a period of peace and stability. Moreover, the strategic positioning of these regions in marketing terms not only invigorates entrepreneurial activities but also bolsters investment prospects. This twofold impact serves as the foundational cornerstone upon which the metrics essential for sustainable development are crafted, thereby contributing to the broader reconstruction effort. The chapter further expands its analysis by investigating the strategies that form the foundation of a viable marketing communications system, geared toward achieving a more proficient management of regional prosperity and establishing resilient enterprises that play an integral role in the process of nation building. This strategic alignment not only propels economic advancement within the regions but also stimulates the overarching marketing disposition of the country.

Keywords: Business resilience; Economic revitalization; Market adaptability; Marketing communications system; Marketing structures; Organizational restructuring; Regional dynamics (search for similar items in EconPapers)
Date: 2024
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DOI: 10.1007/978-3-031-48735-4_17

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