MARKETING IN PROJECT MANAGEMENT OF URBANIZED AREAS SUSTAINABLE DEVELOPMENT: CONCEPTUAL APPROACHES AND PRACTICAL SOLUTIONS
Abstract
The article focuses on the integration of marketing approaches into project management systems aimed at ensuring the sustainable development of urbanized territories. It explores marketing not only as a communication function but as a strategic mechanism that influences the competitiveness of cities, fosters investment attractiveness, enhances stakeholder engagement, and maintains a balance between economic growth, social welfare, and environmental protection. The research conducts a systematic review of advanced concepts in sustainable urban development, including the “15-minute city” model, functional urban area management, sustainable communities, innovative urban planning frameworks, and climate adaptation strategies. A comparative analysis, supported by cases from the EU “Policy Atlas of Sustainable Urban Development for Small Urban Areas,” identifies marketing-oriented opportunities within these concepts, such as territorial branding, promotion of green technologies, smart city positioning, and eco-tourism marketing. Special attention is given to the adaptation of these international practices in Ukrainian cities, highlighting existing examples in digital transformation, eco-initiatives, intermunicipal cooperation, and smart infrastructure projects. The originality of the study lies in its holistic approach to embedding marketing into strategic planning for sustainable development, thus bridging theoretical frameworks with their practical application. The practical significance of the findings is in providing municipal authorities, urban planners, and project managers with methodological tools to incorporate marketing into sustainability-oriented projects, increasing their efficiency, public acceptance, and resilience to global challenges. The research concludes that combining the conceptual foundations of sustainability with project-based marketing tools can create competitive, innovative, and livable urban environments capable of long-term adaptation.
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