MARKETING COMPETENCE AS AN INVESTMENT FACTOR IN MANAGING THE DEVELOPMENT OF THE RESOURCE POTENTIAL OF ENTERPRISES AND TERRITORIAL COMMUNITIES

Abstract

The relevance of studying marketing competence as an investment factor in managing the development of the resource potential of enterprises and territorial communities is determined by the urgent need to restore war-damaged facilities to improve the population’s quality of life, the intensification of competition for investments, and the necessity to ensure sustainable development of sectors and regions. Research on marketing competence as an investment factor opens opportunities for rethinking approaches to managing resource potential development, forming a foundation for the economic growth of enterprises and territorial communities. Aim and tasks. The purpose of the article is to justify theoretical and methodological provisions and to develop applied recommendations for using marketing competence as an investment factor in managing the development of the resource potential of enterprises and territorial communities.