STRATEGIC MARKETING MANAGEMENT OF RURAL AREAS DEVELOPMENT

Abstract

Transformational changes towards the welfare of rural communities are an important component in shaping the concept of sustainable rural development. The content of such measures involves taking into account financial, economic, social, organizational and environmental aspects. This context for the implementation of key provisions of regional development involves the use of strategic marketing management technologies. The purpose of the study is to substantiate the place and role of strategic marketing management in ensuring the development of rural areas from the standpoint of its interpretation in the local dimension and determining the feasibility in the future. The key tasks include substantiating the benefits of engaging strategic marketing management tools in the system of management of rural development; creation of an empirical model for managing rural development taking into account the marketing component; identification of features and problems of rural development; developing proposals on the implication of the technology of strategic marketing management in the concept of sustainable rural development. Research methods included monographic, abstract-logical, SWOT-analysis, graphic. The content and architectonics of the system of strategic marketing management of rural development are specified. It is substantiated that strategic marketing management is a key component in the general system of rural development management. The tools of the strategic marketing management accompany the development and implementation of a marketing strategy based on identifying the competitive advantages of the territory in order to achieve the goals and solve the long-term objectives. The state of the strategic management of the rural areas development in Korets raion of Rivne region is assessed and its problems are identified. It is established that the studied territories have both a number of competitive advantages, formed by strengths and opportunities, and ‘weak points’ (weaknesses and threats). It is proved that the effectiveness of the formation and implementation of the strategy for territorial development is achieved through the involvement of strategic marketing management tools, intensification of the intellectual potential of local self-government bodies, provision of appropriate methodological, technological, organizational, institutional and resource platform. The mechanism of the formation of the strategic management system for the development of rural areas is created and possibilities for its implication in the sustainable development concept are defined. It is proved that sustainable development of rural areas (provided the use of strategic marketing management technology) will be ensured through the achievement of economic, social and environmental effects. It is found out that the economic plane of expected benefits implies economic growth, formation of competitive ability, sustaining the image of territories, strengthening of investment climate; the social plane involves social security of the territory, improving the welfare and quality of life of rural residents; the ecological – ecologically oriented development of territories, ecological well-being and quality of life of rural inhabitants. Prospects for further research in this scientific direction is to develop methodological foundation for the analytical assessment of the results of the implementation of strategic marketing management in the system of managing rural development.

Keywords

• strategic marketing management
• rural areas
• decentralization
• strategic management tools
• sustainable development concept