Integration of Marketing into the Public Administration System: Ukrainian Experience and Prospects

The monograph examines a key challenge of contemporary public sector modernization, namely how marketing can be integrated into the public administration system to strengthen public value creation, trust, and institutional resilience in the context of digital transformation and Ukraine’s post war recovery. Under conditions of heightened social expectations, limited resources, and the growing role of data driven governance, public authorities increasingly need stakeholder oriented tools for priority setting, credible communication, and coordination with business and civil society. Digitalization amplifies governance complexity because services, accountability, and public communication are mediated by platforms and analytics, which accelerates change and increases reputational risks. In this context, marketing is conceptualized as a governance logic that links strategy, policy design, and stakeholder engagement, rather than as a narrow set of promotional techniques. The analysis treats marketing integration as an interdisciplinary field in which legitimacy, transparency, compliance, and institutional constraints must be addressed together. Particular attention is given to ethical and informational foundations, including accountability, fairness, and data protection as prerequisites for sustainable public marketing.

The monograph is intended for researchers, policymakers, public sector managers, regional and municipal development teams, compliance and quality assurance professionals, and graduate students who need a coherent framework for marketing oriented governance under sustained socio technical change. It combines conceptual explanations with applied instruments for public private interaction, institutional positioning, and evidence based reconstruction priorities. By connecting public marketing with compliance management, ethical digital governance, and modernized reporting and analytics, it supports transparent and inclusive implementation. The focus on organizational culture and personnel implications further strengthens the monograph’s practical value for building credibility and measurable results in Ukraine’s modernization trajectory.