Marketing Tools to Increase Regional Investment Attractiveness

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.