Marketing Strategies and Communication Dynamics for Territorial Development in Post-Conflict Ukraine

Iryna Balandina, Serhii Pohasii, Giuseppe T. Cirella, Olena Uhodnikova, Nataliia Vlashchenko and Olga Sokolova
Additional contact information
Iryna Balandina: O.M. Beketov National University of Urban Economy in Kharkiv
Serhii Pohasii: O.M. Beketov National University of Urban Economy in Kharkiv
Olena Uhodnikova: O.M. Beketov National University of Urban Economy in Kharkiv
Nataliia Vlashchenko: O.M. Beketov National University of Urban Economy in Kharkiv
Olga Sokolova: University of the State Fiscal Service of Ukraine

Chapter Chapter 18 in Handbook on Post-War Reconstruction and Development Economics of Ukraine, 2024, pp 313-329 from Springer

Abstract: Abstract This chapter explores marketing strategies and communication dynamics within the context of territorial development following periods of conflict, specifically focusing on the service sector’s significance within Ukraine. The research looks at the role the service sector assumes, portraying it as a vibrant nucleus of commercial activities. The chapter underscores the paramount significance of sustainable development, delineating how marketing takes on a substantial role in crafting the competitive edge that distinguishes various enterprises. Simultaneously, it delves into the intricate interplay between a company’s sense of social responsibility and its environmental footprint, thereby highlighting the significance of collaborations between public entities, local governance bodies, and business entities. A central theme threading through the chapter encompasses the processes of marketing communication’s objectives and functions. The marketing complex, functioning as a robust managerial instrument, is studied through the lens of its multifaceted roles—namely, planning, organization, motivation, and control—which collectively mold marketing potential in terms of internal and external circumstances. The value of external trends and market currents emerges as key in propelling effective marketing initiatives. Advertising emerges as a commanding component, exerting substantial sway over the comprehensive complex. Herein, an equilibrium between information saturation and the upkeep of sustainable quality is defined as indispensable. An expanded look at diverse advertising mediums, encompassing television, outdoor advertising, and internet-based strategies, is methodically explored. Within each channel, distinct advantages and limitations are analyzed, underscoring their inherent capacity to strike a chord with Ukrainian society and encapsulate a sense of progression within the backdrop of post-conflict development.

Keywords: Advertising dynamics; Communication mediums; Direct sales; Economic growth; Marketing communication; Post-conflict development; Service sector; Social responsibility; Sustainable development; Territorial reconstruction (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:conchp:978-3-031-48735-4_18

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DOI: 10.1007/978-3-031-48735-4_18

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