SOCIALLY RESPONSIBLE MARKETING IN PROVIDING THE COMPETITIVENESS OF AGRICULTURAL TERRITORIES

Abstract

Purpose. The aim of the article is substantiation of topical issues and the search for new approaches to increasing the competitiveness of rural areas in the struggle for investment resources, advanced technologies and skilled personnel. Methodology of research. The theoretical and methodological basis of the research is the scientific works of scientists and practitioners on a particular problem. A number of general and special scientific research methods are used to achieve this goal: dialectic, deduction and induction (for research on existing and proposed social projects aimed at developing rural communities); system analysis (for forming directions of activation of socially responsible activity of domestic business), etc. Findings. The relevance of using a marketing approach to support the competitiveness of rural areas is highlighted. The essence and experience of introduction of socially responsible marketing is revealed, its perspectives in territorial management are defined. The directions of activation of socially responsible activity of domestic business are substantiated, and it is proved that only a combination of efforts of authorities, business entities, public organizations, communities, aimed at promoting various ideas, strategic priorities of development, will ensure the competitive development of rural areas. Originality. Further development of the substantiation of directions for improving the mechanism of ensuring the competitiveness of rural areas in the region has been further developed, which provides the basis for further search for effective ways of developing a clear rural development policy and the implementation of effective instruments for its implementation. Practical value. The results of the study can be used by territorial authorities to improve the policy of sustainable community development.