Resource marketing as a tool for territorial reconstruction

Abstract

In conditions of socio-economic instability, large-scale transformations and the need to restore territories, the problem of effective resource management is of particular importance. This highlights the need to find mechanisms for more effective use of the internal potential of territories, enterprises and communities. The purpose of the article is to substantiate the role of resource marketing as a tool for the reconstruction of territories and to identify approaches to the effective use of the resource potential of communities to ensure their sustainable restoration, investment attractiveness and socio-economic development. The results of the study determined that within the marketing concept, a resource appears not as a static fact of existence, but as a dynamic carrier of potential value, which can be realized only under the condition of proper management, communication and market support. Resource marketing allows not only to describe the resource base of an enterprise, community or region, but also to form demand, interest, partnerships, investment opportunities and channels of practical use around it. It was determined that resource marketing performs several interrelated functions. It is argued that the concept of resource marketing is particularly productive for the analysis of hidden and underutilized resources that are usually not at the center of traditional management models. Another important dimension is the connection of resource marketing with sustainable development. In the modern world, it is impossible to assess resource efficiency only through short-term profitability. It is necessary to take into account the impact on the environment, social justice, long-term viability of territories and the ability of the resource system to reproduce. The concept of marketing in the context of reconstruction is based on the fact that the process of restoration cannot be considered solely as a technical reproduction of destroyed infrastructure or a return to the previous state of functioning of the economy. Restoration involves the formation of new models of spatial organization, new forms of interaction between the state, business, community and international partners, as well as a rethinking of the resource use system itself.