REGIONAL ECONOMY IN THE CONTEXT OF DIGITALIZATION: THE ROLE OF PLACE MARKETING AND DIGITAL MARKETING

The article addresses the growing relevance of regional economic development under conditions of digitalization, emphasizing the strategic role of territorial and digital marketing. The study aims to conceptualize the interconnections between digital transformation processes and marketing-based approaches to regional management, as well as to substantiate directions for enhancing marketing support in regional policy. The topicality of the research is determined by the accelerating diffusion of digital technologies, which reshape economic structures, intensify interregional competition, and require new instruments for strengthening the attractiveness and competitiveness of territories.The methodological framework of the study is based on a combination of general scientific and specialized research methods. These include abstraction and theoretical generalization to clarify the economic essence of digitalization, structural and functional analysis to identify transformations in regional markets, and a systems approach to examine the integration of territorial and digital marketing within regional development strategies. Comparative analysis and logical modeling were applied to determine the synergistic effects arising from the interaction of marketing instruments in a digital environment.The findings demonstrate that digitalization acts as a systemic driver of structural changes in regional economies, influencing market configurations, stakeholder behavior, and the formation of competitive advantages. The research reveals that territorial marketing evolves from a predominantly communicative function toward a strategic management tool focused on value creation and positioning of regions. Digital marketing, in turn, expands the capabilities of regions by enabling data-driven communication, global visibility, and adaptive interaction with target audiences. The study substantiates that the integration of territorial and digital marketing generates cumulative effects expressed in enhanced investment appeal, strengthened regional brands, and improved competitive positions.The practical value of the article lies in the proposed conceptual and methodological provisions that can be utilized by regional authorities, development agencies, and policymakers in designing and implementing marketing-oriented regional strategies. The results may contribute to improving decision-making processes, optimizing communication policies, and fostering sustainable regional competitiveness in the digital economy.