Actual problems of innovative economy and law

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The role of marketing tools in ensuring sustainable regional development in the context of European integration

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УДК: 339.138:332.122:502.131.1

DOI: https://doi.org/10.36887/2524-0455-2026-1-22

Zybareva Oksava,
Doctor of Science in Economics, Professor, Professor of the Department of Business and HR Management,
Yuriy Fedkovych Chernivtsi National University,
https://orcid.org/0000-0002-3069-6462
Yaskal Oksana,
Candidate of Economic Sciences, Associate Professor, Associate Professor of the Department of Business and HR Management,
Yuriy Fedkovych Chernivtsi National University,
https://orcid.org/0000-0001-7945-0300

Published: 19.01.26

The relevance of the study is driven by the need to transform the management of Ukrainian regions amid the war’s consequences and the strategic course towards European integration. In fierce competition for resources and investment, modern marketing tools are evolving from mere promotional tools into complex mechanisms for strategic regional management based on big data. The study reveals the relationships among digital marketing tools, the Sustainable Development Goals, and European integration processes, based on an analysis of the dynamics of the Digital Transformation Index across Ukrainian regions for 2022–2024. It has been proven that, in the system of modern marketing tools, deep digitalization is a basic condition for effective territorial branding, increasing the region’s competitiveness, attracting international investments, and ensuring a high quality of life for the population. The analysis of empirical data indicates the regions’ transition from the accumulation of technological resources to the formation of a stable institutional system: strengthening of the management center (increase in the number of dedicated Deputy Chief Digital Transformation Officers), decentralization of informatization programs, and development of physical infrastructure for data collection (networks of Administrative Service Centers, digital education platforms, and electronic document sharing systems). This ecosystem enables administrations to move toward predictive modeling, targeted investment attraction, and the stimulation of civic participation through e-democracy instruments. It is substantiated that the transition to data-driven governance is a strategic requirement. Successful post-war recovery and sustainable development of the region are impossible without the synergy of state macro-regulation, flexible local marketing strategies, and the alternative-free implementation of European standards (smart specialization, circular economy, and participative management). This, in turn, makes it possible to ensure a balance of economic, social, and environmental development of the region, while simultaneously laying the foundation for effective regional governance based on ESG principles – environmental responsibility, social inclusion, and transparent management. The application of digital technologies in combination with marketing strategies creates conditions for strategic forecasting, continuous monitoring of key sustainable development indicators, and harmonization of regional policies with European Union standards, forming a resilient and competitive European brand of Ukrainian regions.

Keywords: region, sustainable development, digitalization, marketing tools, European integration, transformation, innovation development, Ukraine.

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Zybareva O. , Yaskal O. The role of marketing tools in ensuring sustainable regional development in the context of European integration. Actual problems of innovative economy and law. 2026. №1. 101-106 pp. https://doi.org/10.36887/2524-0455-2026-1-22

Quote article, MLA style

Zybareva O. , Yaskal O. The role of marketing tools in ensuring sustainable regional development in the context of European integration. Actual problems of innovative economy and law. https://doi.org/10.36887/2524-0455-2026-1-22