Marketing Tools to Increase Regional Investment Attractiveness
(Pages 1101-1108)Bohdan Danylyshyn1, Olena Bondarenko2, Maryna Gudz3, Olеna Ptashchеnko4, Anastasiia Mohylova5 and Larysa Radkevych6,*
1Department of Regional Studies and Tourism, Kyiv National Economic University named after Vadym Hetman, Kyiv, Ukraine.
2Department of Marketing, Kyiv National University of Trade and Economics, Kyiv, Ukraine.
3Department of Economics and Customs, National University “Zaporizhzhia Polytechnik”, Zaporizhzhia, Ukraine.
4Department of International Economic Relations, S. Kuznets Kharkiv National University of Economics, Kharkiv, Ukraine.
5Department of Marketing and International Management, Oles Honchar Dnipro National University, Dnipro, Ukraine.
6Department of Marketing, Odessa Polytechnic National University, Odesa, Ukraine.
DOI: https://doi.org/10.55365/1923.x2023.21.121
Abstract:
This article examines the use of marketing tools to increase the investment attractiveness of regions in today's globalized world. Hypotheses are proposed that different marketing tools can affect a region's investment attractiveness in various ways. Using these tools can significantly improve a region's image, reputation, and visibility among potential investors. The study employed the method of expert assessments, statistical analysis, and Response Surface Analysis to analyze the impact of marketing tools on the investment levels in the Kyiv region in 2020. By using linear regression to analyze the data, the authors could identify which marketing tools had the most substantial impact on investment levels and make predictions about how changes in marketing strategies could affect investment levels in the future. Overall, using linear regression in this study allowed for a quantitative analysis of the relationship between marketing tools and investment levels, providing valuable insights for policymakers and businesses looking to increase regional investment attractiveness. The authors developed an algorithm to calculate the synergistic effect using the Marketing Mix Model (MMM) and adapted the Response Surface Analysis (RSA) formula to analyze the synergistic effect of four marketing tools. The findings suggest that using multiple marketing tools in combination can significantly positively impact a region's investment attractiveness, and RSA can be a valuable tool for identifying the optimal combination of marketing tools to achieve the most significant impact.
Keywords:
Delphi method, increasing, linear regression; marketing mix modelling (MMM); marketing tools; regional investment attractiveness; Response Surface Analysis (RSA); synergistic effect.
How to Cite:
Bohdan Danylyshyn, Olena Bondarenko, Maryna Gudz, Olеna Ptashchеnko, Anastasiia Mohylova and Larysa Radkevych. Marketing Tools to Increase Regional Investment Attractiveness. [ref]: vol.21.2023. available at: https://refpress.org/ref-vol21-a122/
Licensee REF Press This is an open access article licensed under the terms of the Creative Commons Attribution Non-Commercial License (http://creativecommons.org/licenses/by-nc/3.0/) which permits unrestricted, non-commercial use, distribution and reproduction in any medium, provided the work is properly cited.