Interaction marketing as a tool for ensuring the sustainability of local infrastructure and service projects

Abstract

In the modern conditions of economic space development, characterized by dynamic changes, globalization and increased competition, the issue of sustainable development of infrastructure and service projects is particularly important. One of the key tools for ensuring their viability is interaction marketing, which involves building long-term relationships between all participants in the process, taking into account the needs of society, business and the public sector, as well as the formation of common value for all stakeholders. The purpose of the study is to determine the essence of the sustainability of infrastructure and service projects and develop a complex of interaction marketing to ensure it. The sustainability of local infrastructure and service projects is defined as the ability of projects in the field of infrastructure and services to provide long-term social, economic and environmental effects after the completion of initial financing or implementation. Key aspects of the sustainability of local infrastructure and service projects are presented. Modern interaction marketing tools, their main characteristics and level of application are systematized. It is shown that interaction marketing is not only a tool for promoting and attracting an audience, but also an important factor in ensuring the sustainability of infrastructure and service projects. It helps build trust, ensures financial stability, maintains user loyalty, and allows the project to adapt to changes in the external environment, which is critical for its long-term success. A set of marketing tools aimed at actively involving the community, business, and other stakeholders in the process of sustainable development of local infrastructure and service projects has been identified. A toolkit has been developed to assess the effectiveness of interaction marketing strategies and their impact on key components of local infrastructure and service projects. It allows for a systematic analysis of how different marketing approaches contribute to increasing the level of community involvement, improving communication between stakeholders, strengthening trust in the project, and ensuring its financial sustainability. Five real-life cases are considered that demonstrate how cooperation between different participants allows solving critically important infrastructure tasks.