| Issues | Sections | Authors | Keywords |
Article
| Issue: | 2026 №1 (93) |
| Section: | Marketing |
| UDK: | 330.8 |
| DOI: | https://doi.org/10.33271/ebdut/93.195 |
| Article language: | Ukrainian |
| Pages: | 195-202 |
| Title: | Strategic environmental assessment of relationship marketing programs to ensure sustainable development of territories |
| Authors: | Paliekhova L. L., Dnipro University of Technology, Kuvaieva T. V., Dnipro University of Technology, Pilova K. P., Dnipro University of Technology |
| Annotation: | Methods. The research results were obtained through a combination of general scientific methods and specific methods of scientific knowledge: the method of abstraction – to clarify the essential features of the marketing relationship category in the context of ensuring sustainable territorial development; the systemic approach – to study the use of the relationship marketing programs as a component of a regional development strategy in the context of local public reforms; the general-to-specific method – to identify the common objectives of the concept of using relationship marketing for regional development and the Strategic Environmental Assessment. Results. The variability of the relationship marketing category under the influence of modern economic, environmental, political and social challenges of territorial development is revealed. It has been proven that relationship marketing programs should become a mandatory component of the regional development strategy to ensure spatial development planning reforms in Ukraine. It is shown that the main task of relationship marketing program as a component of the sustainable development strategy of the territory is to clarify common basic values and increase multidimensional benefits. It has been proven that relationship marketing programs are not static; they focus on situational challenges and sustainable development issues that are identified in the process of strategic environmental assessment. It is determined that the methods and set of actions of the relationship marketing program can change and adapt to the results of strategic environmental assessment at each stage in the strategy development processes. Novelty. The study focuses on the current problems of using the relationship marketing as a component of the sustainable development strategy of the region, considering the requirements of strategic environmental assessment, and justifies the modification of the relationship marketing tasks under the influence of spatial planning reforms in Ukraine. Practical value. The results obtained can become a basis for further research on the integration of relationship marketing programs into regional sustainable development strategies realized in the context of reforms. |
| Keywords: | Relationship marketing, Sustainable territorial development, Regional development strategy, Strategic environmental assessment, Restoration of Ukraine, Shared value, Just transition |
| File of the article: | EV20261_195-202.pdf |
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